Creating a new world of content for Kiddylicious

Where we started

When we met Kiddylicious they were fighting to stand out in a very crowded marketplace. After succeeding in a competitive pitch (during lockdown!), we were tasked with creating a new brand purpose and manifesto and most importantly an always-on social content programme to bring it to life and build brand awareness with parents across the UK.

The journey

Finding a way for Kiddylicious to cut through the clutter of parenting content out there meant creating a more authentic voice and role for them beyond product.

We built the brand manifesto on a simple but powerful insight that early years nutrition, weaning and mealtimes are full of curveballs, but they don’t have to be catastrophes. We wanted parents to feel brighter, more confident and reassured that they’re not alone, so our new brand purpose became: “There for you for every different day.”

From there we developed a rich, multi-format content strategy for the Kiddylicious organic social ecosystem, bringing together a panel of highly qualified experts covering nutrition, development, health and child psychology (unlike our competitors who all stuck to a single nutritionist to talk product); light-hearted IYKYK posts; new premium, but relatable social lifestyle imagery; and rock-solid need-to-know nutrition and weaning support.

We overhauled the Kiddylicious website, Instagram and Facebook feeds, and soon the organic posts were performing so well and captured the new brand so totally that we were asked to transform the paid media assets to fit in with our new content direction and tone of voice.

To achieve the new distinctive content direction and importantly move Kiddylicious to a “grown-up to grown-up conversation”, we used this content programme to evolve the brand look and feel – moving to a more organic set of colours, typography and graphics.

Where we are now

As Kiddylicious’ new lead agency – leading all creative direction, consulting on media and PR, and guiding digital build and strategy – by working fast and gaining the trust of our client quickly with our deep understanding of what they needed to achieve, we were able to shoot six months’ worth of new stills and video; establish a new content calendar and totally transform the Kiddylicious ecosystem in just under a month.

Amanda Roberts

Office and Finance Manager

Amanda is an experienced Office and Finance Manager with a track record of keeping the content, design and marketing industry ticking.

She ensures that we deliver our projects on time and on budget, and that we’re all having a lovely time while we’re at it! 


Resident Pooch

Leya is our resident Spanish Water Dog. Friendly, loyal, with a routine you could set your watch to, she embodies so many of the values we hold dear.

But more than anything, she inspires us to be good.

That’s why if you click the doggy link below and make a donation to Battersea Dogs & Cats Home, whatever you pledge, we’ll take off your eventual bill when you work with us.

Handan Erek


Handan has been in creative content production for over ten years, working with household name clients across multiple industries. 

She is a master at creating communication channels between the creative team, clients services and stakeholders. She cares deeply about understanding our clients’ needs, producing user-centred content and achieving optimal creativity and profitability in every project. 

Harps Bhopal

Senior Account Director

Harps has over 20 years of communications experience spanning across advertising and brand development.

He’s worked in many industry sectors that include automotive, healthcare, tech and financial services. He brings a sign of reassurance to clients through explaining the various stages of a project and builds their trust and confidences.

Jamie Stanley

Head of Content

Jamie is an imaginative brand storyteller with a decade of experience working with some of the world’s fastest-growing brands.

He has played a key role in generating engagement, audience and revenue growth for household names and emerging startups alike. His approach blends penetrative, eye-catching copy and content with smart, scalable process for maximum impact and sustainable success.

Jonathan Crawford

Creative Director

Jonathan has spent the last twenty years working for a variety of advertising agencies and digital marketing companies in the UK, Europe and most recently South East Asia. 

His expertise lies in brand strategy, campaign development and conceptual copywriting, proven by the several international creative awards under his belt.

Lara Caspersonn

Account Executive

Lara’s extensive background in influencer talent management and digital collaboration make her perfectly suited to building strong relationships with our clients.

A trained anthropologist, her deep understanding of human behaviour and cultural patterns are invaluable in helping the Keel team help modern brands communicate with their audiences.

Vicky Plum

Graphic Designer

Vicky has a great passion for branding in both traditional and digital media.

She has a huge amount of enthusiasm and understanding of the visual language of our audience. Her passion for film, website design and animation as well as experience in Photoshop, Indesign and Premiere make her a key team member for creative and design needs.

Chris Hart

Creative Director

Chris is a real creative all-rounder, with over 20 years of experience transforming brands all around the world.

He has a history of thinking his way around business problems, through visual and creative solutions that really bring brand experiences to life. He’s awarded at Cannes and D&AD, and adds a wealth of knowledge across all media and brand sectors.

Stephen Bass

Design Director

Stephen is a designer with 25 years of brand design and implementation experience.

He came to Keel from Interbrand NYC and worked with Keith on the Volvo global identity in 2002. He has a keen interest in helping clients understand the design process and why we’ve made the decisions we have, bringing as much objectivity to the process
as possible.

Jonathan Jewell

Creative Lead

Jonathan’s 30 year career since then has taken him all over the world, living and working in LA, Atlanta, Nairobi and London.

In that time he’s developed a wide range of skill sets beyond just design and has managed large campaigns with multiple channels where the ability to direct shoots, photography as well as implement a creative vision across multiple assets is key.

Keith Crook

CEO + Executive Creative Director

Keith is our strongest advocate for brand and communications working together.

He excels at strategic thinking, concept origination and art direction. His experience spans UK tech and finance start-ups through to global brand development for brands such as Visa and Volvo Cars – where he was the global brand creative director.