Our Work
Reckitt: Transforming the path to Cow’s Milk Allergy diagnosis
“EatMoreFruit helped us understand the emotional and clinical barriers facing families and GPs trying to resolve reflux and allergy issues in neonates. They transformed deep ethnographic insight into a motivating and creative campaign, as well as rallying stakeholders to drive change amongst their professional peers, and executing thoughtful influencer storytelling. Together we significantly cut the time to a cow's milk allergy diagnosis. The programme not only raised awareness but genuinely moved the needle for families desperate for help.”
Head of Marketing Pediatric Nutrition
12000
Report downloads
25000
Website visits in 6 months
200
% uplift in Nutramigen prescriptions within 6 months
40
Earned media articles
The challenge
Cow’s Milk Allergy (CMA) is one of the most common infant food allergies, yet families often endure on average 10 GP appointments before diagnosis and specialist prescription.
We partnered with Reckitt, the makers of allergy formula Nutramigen to not only inform parents and GPs, but to transform the entire diagnostic journey, reduce emotional burden, and empower families to get answers faster.
Unlocking insights that shifted the conversation
To elevate the conversation beyond symptoms and into systemic change, we partnered with Allergy UK and held a cross-disciplinary advisory board of leading paediatric allergy experts. This gave us real-world clarity on the barriers holding back timely diagnosis. Alongside this, we commissioned nationwide research with parents and GPs, revealing a powerful emotional disconnect between what parents described, versus what GPs believed to be an acceptable journey.
These insights became the foundation for a new educational movement focused on understanding, empathy, and early recognition.
Turning awareness into advocacy
To reach new parents at scale, we partnered with influencers who shared their own authentic CMA journey’s. Their authenticity resonated with families, helping them feel seen, and encouraging them to seek support sooner. The campaign achieved coverage across digital and traditional news channels, reframing how CMA is talked about and driving meaningful change.