Weleda UK is entering its centenary year with a £1 million integrated ad campaign based around its top-selling Calendula Baby range that will see the brand’s first ever television advertising as well as digital, print media and sampling activity.

The TV commercial – which was shot in Weleda’s calendula fields at its biodynamic herb gardens – uses two real families as models and aims to communicate the benefits of natural baby care and Weleda’s reputation and quality to pregnant mums and new parents.

It will air on primetime television across the ITV Meridian and Southern regions during January and February – where it’s set to reach four million viewers each broadcast – and will also run nationwide across digital platforms and social media channels until September.

As well as targeted print advertising in midwifery journals and consumer parenting titles such as The Green Parent, Juno and Mini Vogue, the initiative will see Weleda team up with Emma’s Diary and the Mother & Baby’s online platform for a nine-month digital campaign with display advertising, social media targeting, dedicated emails and editorial content.

The brand will be launching an extensive sampling campaign in collaboration with Emma’s Diary too. A new pillow pack containing a trio of trial-sized samples has been produced as an introduction to the range and Weleda has also produced a Calendula Baby Essentials duo pack of Calendula Nappy Change Cream and Calendula Shampoo & Body Wash in 30ml travel sizes.

Weleda has announced another new collaboration with midwife education resource All4Maternity to raise awareness of the benefits of the Weleda Baby range, which now bears the accreditation ‘Recommended by midwives’ – an endorsement that will feature in the campaign.

“This is an unprecedented investment for Weleda, which reflects the growing consumer demand for gentle, sustainable skincare, and the fact that pregnancy is a key entry point for consumers switching to natural and organic products,” comments Weleda’s head of brand Helen Yeardsley. “Our award-winning Weleda Baby range, made with our own biodynamic calendula, is one of our most popular ranges ­– contributing 25% of our UK business – so it is very fitting that we showcase its natural, healing ingredients to kick-start our centenary celebrations.”