How Baby Food Is Being Simplified in Our New Campaign with Steph Claire Smith: Behind the Then & Now Story
Then & Now: A Return to What Matters
There’s something about becoming a parent that quietly brings you back to where it all began.
The meals you remember most aren’t just about what was on the plate.
They’re about the feeling.
A warm kitchen at dusk.
Something simmering on the stove.
A parent who somehow made it all feel easy.
Those moments stay with you.
And now, in a different season of life, you find yourself wanting to recreate them, in your own way.
The Heart Behind the Campaign
Our Then & Now campaign is rooted in a simple truth: while so much has changed, what matters most hasn’t.
Parenting today looks different. It’s faster. Fuller. Less predictable. Dinner happens between pick-ups and wind-downs. Routines shift. Time feels tighter.
But the intention? That’s exactly the same.
To nourish. To care. To give your children the kind of childhood they’ll carry with them forever.
“Parenting has always been shaped by love, instinct and care,” says our head of marketing & brand, Jennifer McCormick.
“But when you become a parent yourself, there’s this unexpected return to your own childhood... the Friday night family dinners, the lunchboxes your mum packed, the family meals that were always on repeat. Suddenly, those small, everyday moments take on a whole new meaning.
Working with Steph Claire Smith on this campaign allowed us to bring that feeling to life - blending the nostalgia of how we were raised with the realities of modern parenting. Because while routines, tools and lifestyles evolve, the emotional connection to how we feed and care for our children remains deeply rooted in the past.”
This campaign is about that bridge, between the childhood you remember, and the one you’re now creating. It’s about the village that shaped you… and the one you’re building.
Behind the Scenes
We took this one to Melbourne.
Just a small crew - our Founder Erin, Head of Marketing Jen (with baby Cece), and our Social Media Manager Bridie.
Steph welcomed us into her home on a slow Sunday morning. No big production energy. No rush. Just a real home, a real kitchen, and a day that unfolded as it normally would.
We shot the campaign alongside the team at Willow & Blake, capturing things as they happened, the in-between moments, the little interactions, the kind of stuff you can’t really plan.
And that was the whole point.
“Our approach was to ground the campaign in realism, documenting parenting as it genuinely unfolds; from preparation through to the everyday juggle and feeding,” said Willow & Blake design director, Zoran Konjaski.
“Nothing was staged; instead, we captured real moments rather than a perfected performance of parenting. Through the lens, we observed the relationship between Steph and her daughter Billie within their own home.
We wanted the campaign to carry a sense of nostalgia by mirroring parenting across generations, showing that while modern parenting has evolved, the simple things - love, the juggle and good nutrition - remain constant over time.”
We didn’t want it to feel overly styled or staged. We wanted it to feel like something you recognise.
Working with Steph Claire Smith
When Le Purée first began, we kept coming back to one question: Who are we speaking to?
We imagined the modern mother. And in many ways, she looked a lot like Steph.
Steph Claire Smith has always represented a balanced, thoughtful approach to health and motherhood. As both a wellness advocate and a mum, she brings a sense of honesty and relatability that can’t be manufactured.
Working together felt natural.
This campaign isn’t a performance, it’s a reflection of real life. Through Steph and her daughter, we were able to capture that intersection between modern parenting and timeless care.
Because that’s where this story lives. Between the fast pace of today and the deeply rooted instinct to nourish your child in the best possible way.
In our campaign, we captured real moments of modern parenting - showing how baby feeding routines have evolved while the core values remain the same.
A look inside the Then & Now campaign through Steph Claire Smith’s lens - blending nostalgic childhood imagery with present-day motherhood, and the moments that connect the two.
A New Kind of Convenience
Le Purée was never created to replace home cooking. It was created to support it.
To offer something that feels just like homemade - made with wholefoods, frozen fresh, and nothing unnecessary.
Because modern parents don’t need more pressure. They need peace of mind.
This campaign reflects that shift. From convenience to confidence.
From “quick and easy” to something you can truly trust.
It’s about simplifying baby food, without compromising on what matters.
