Our Work

Ella’s Kitchen


Ella’s Kitchen is the leading, most innovative organic baby food brand in the UK, Scandinavia and the US. Developed by UK Entrepreneur of the Year Paul Lindley, Ella’s Kitchen was also the world’s first baby food brand to develop “squeeze pouch” packaging. It was launched in Australia in March 2012.

In the pursuit of creating healthy and fun meals for his own daughter, Ella, Paul recognised a wider need among parents to instill lifelong healthy eating habits in their children. Recognising that babies and toddlers who experience foods through site, smell and touch are more apt to try new flavours, Paul created Ella’s Kitchen with a vision to assist babies and toddlers to eat and enjoy healthier foods.

The Ideas Suite was enlisted to help launch the brand in Australia.


The Ideas Suite pursued a media relations strategy, with editorial coverage and promotional activity via consumer and parenting media and mummy bloggers. Ella’s Kitchen in the media and online space, announcing it as a reputable global brand just introduced to Australia via a pre-launch media release, the creation of media kits including samples, bespoke blogger pitching, strategically themed press releases and promotions in high selling magazines.


The Ideas Suite has secured strong media stories in print and online media. With the campaign still active, many stories are yet to be published.