It's great to see our range of Baby products for Co-op gradually hitting the market. I authored the creative strategy for Co-op and Robot Food, and its focus on the realities of parenthood is beautifully brought to life by our commissioned illustrator Jim Field.

We wanted to create an emotional connection with the audience built on the joyful – and not so joyful – moments that come from parenthood (look out for the skunk on the nappy bags and try not to smile).

We challenged the conventional wisdom of the category (a wall of smiling babies and teal green) with Jim's personality-filled animal illustrations taking the lead, helping provide parents with a smile in the aisle and another point of recognition. No more, 'are we size 4 or 5?', now parents need only remember the cheeky monkey, or dancing croc, or adorable crawling panda, or… look, you get the picture.

You can find the range in your local Co-op (surprisingly), and if you can't get enough of Jim's wonderful characters you can find his equally wonderful kids books on Amazon. More information and imagery is available on the Robot Food website.

PS — that's my son, Lincoln, in the header image gamely modelling a pack of nappies. What a trooper. Thanks for playing ball for the case study kiddo.