To story-loving audiences and devoted parents: This year, Topfer, Medic One, and MullenLowe Romania bring a touch of magic to the world of parents and children with a special and memorable campaign designed to dispel popular myths about child nutrition and care. In a world full of contradictory information about child care, the “Bedtime Stories for Parents” campaign comes to the aid of the parent community, providing a playful and unique source of knowledge.

Mothers worldwide always strive to provide the very best, gentlest, and most natural care for their little ones. However, it can often be challenging to distinguish between truth and myth. To address this dilemma, Topfer, Medic One, and MullenLowe Romania have developed a storytelling campaign that highlights and creatively deconstructs myths about child nutrition and care in a narrative style similar to bedtime stories but tailored for parents.

The “book” of this campaign is unique in that it is based on ideas collected from the Topfer community and specialized doctors who have revealed the most common myths about child nutrition and growth. These myths come to life in entertaining and informative stories such as “The Empress and the Clear Water” or “The Emperor’s Son”, developed as part of the campaign and presented in a simple narrative style reminiscent of children’s stories. Each myth is transformed into a complete story with characters, action, intrigue, and a final resolution.

“At Topfer, we believe that every child deserves the best care and quality nutrition. Through this campaign, we are committed to making a clear distinction between myth and reality when it comes to parenting and providing parents with trustworthy information in a charming manner to help them raise healthy and happy children. Thus, through innovation, many years of experience, and the power of tradition, we continue to develop stories and products with a lot of love and attention, for parents and the well-being of their little ones,” said Ana Nidelea, Product Director, Alliance Healthcare.

“We are proud to be part of the story of this innovative campaign, alongside Topfer and all the teams involved. ‘Bedtime Stories for Parents’ represents a creative and fun way for us to commit to separating myths from truths, offering parents reliable resources to care for their children attentively. Thus, Topfer once again demonstrates its commitment to providing the little ones with nutrition and care at the highest standards”, said Oana Cociașu, Managing Partner, Medic One.

The stories are available in full on the campaign’s website, topfeeria.ro, allowing parents to explore the most circulated myths in depth and discover the truth behind them. The end of each story comes with a practical component, complemented by the corresponding Topfer product for the narrated situation.

And, for the first time in Topfer’s communication, the creative team used artificial intelligence (AI) to develop campaign layouts, providing an interactive and captivating experience. Social media posts reflect each story from the book, and banners and online ads include both the story and the product, guiding users to the campaign website or social media page.

“The stories that parents read to children aged 0-3 are based on fictional, supernatural, and invented facts – just like the myths that Topfer is trying to debate. We drew inspiration from the magic of children’s stories to create a memorable and educational experience, and with each story page, we encourage parents to be informed and confidently choose the right products to offer their little ones the very best. We played with the language and structure of fairy tales, with the classic happy ending, and created stories worthy of Petre Ispirescu, we say. In the end, what’s best for the little ones is what’s true; the rest are… Bedtime Stories for Parents”, said Vladi Păunescu, Group Creative Director, MullenLowe Romania.

Anyone in search of the truth is invited to browse through “Bedtime Stories for Parents” and discover Topfer products, a sustainable brand that has been producing organic food for children since 1989. Topfer’s philosophy reflects a strong commitment to organic principles, translating into care for the quality of ingredients, environmental respect, and concern for children’s health, supporting harmonious and responsible development.

The “Bedtime Stories for Parents” campaign aims to bring all products in the Topfer portfolio and all audiences under the same communication umbrella, emphasizing education regarding child nutrition and skin health. The campaign was carried out with the support of the Golin and Initiative teams.