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Doddl – Conceptualised the “Baby Weaning Starter Kit” for Baby Led Weaning Day
The Mission
Grow Public Relations ran a baby product PR campaign in Singapore for Doddl, the infant feeding brand distributed in Singapore and Malaysia by Latte Parents.
The work turned a niche range of baby cutlery and mealtime tools into a parenting brand PR story that earned 22 pieces of coverage across 9 media titles.
Client
Doddl, distributed in Singapore and Malaysia by Latte Parents.
Sector
Baby and parenting products, infant feeding and baby-led weaning.
Services
Product seeding and media drops, KOL seeding, calendar-moment activation, product bundling.
Headline Result
22 pieces of coverage across 9 media titles, made up of 8 articles and 14 social media posts.
The Challenge
Breaking into the baby and parenting market takes more than a product announcement. It takes steady market education and a clear place in the market. Doddl needed a way to cut through and earn targeted coverage for its baby cutlery and mealtime accessories.
The harder task was showing what the products actually do. Doddl cutlery helps children feed themselves and makes self-feeding less messy. Latte Parents and Doddl needed a story with an event behind it, one that would land with lifestyle media and parenting influencers and turn into brand awareness, digital engagement and website traffic.
22
Pieces of Coverage Across 9 Media Titles
By anchoring the launch to National Baby-Led Weaning Day, it combined 8 articles and 14 social media posts into one national parenting story
What we did
Grow Public Relations built the campaign around a calendar moment: National Baby-Led Weaning Day. The date gave media a reason to run the story and gave parents a reason to care. Instead of pitching single products, we built two bundles. The Baby Weaning Starter Kit and Junior Mealtime Essentials paired Doddl's cutlery with Tidy Tot's bibs and trays. Each kit was an all-in-one answer to a real mealtime problem, which made it easy for editors and influencers to feature.
Execution ran on media drops and KOL seeding. We sent the kits straight to parenting titles and to well-known parenting voices, including Tay Kewei and Shenty Feliziana, who gave hands-on reviews.
To build authority, we placed educational and product features across top parenting and lifestyle titles. That included visual features on HoneyKids Asia and Vanilla Luxury, and thought leadership across The Wellness Insider, theAsianparent and Our Parenting World. The Ladies Cue covered how Doddl makes self-feeding and weaning a stress-free experience for parents.
The Results
The National Baby-Led Weaning Day activation earned 22 pieces of coverage across 9 media titles. That total was made up of 8 articles and 14 social media posts.
By tying the launch to a national parenting moment and putting the kits in the hands of trusted influencers, the campaign reached parents across Singapore and Malaysia. Doddl reported a clear rise in visitors across its social channels and official websites after the coverage ran, and stronger standing as a leader in baby-led weaning.
Frequently Asked Questions
How does PR work for baby and parenting product brands in Singapore?
PR for baby and parenting brands in Singapore works by turning product features into stories parents trust. Grow Public Relations did this for Doddl, an infant feeding brand distributed by Latte Parents, by building a campaign around National Baby-Led Weaning Day rather than a plain product launch. The approach pairs earned media with parenting influencers, so coverage comes from titles and voices parents already read. It also means showing the product in use, not just describing it. For Doddl, that meant demonstrating how the cutlery helps children feed themselves. The campaign earned 22 pieces of coverage across 9 media titles.
What media results did Doddl's baby-led weaning campaign achieve?
Doddl's baby-led weaning campaign with Grow Public Relations earned 22 pieces of coverage across 9 media titles, made up of 8 articles and 14 social media posts. Coverage ran across top parenting and lifestyle titles, including HoneyKids Asia, Vanilla Luxury, The Wellness Insider, theAsianparent, Our Parenting World and The Ladies Cue. Parenting influencers Tay Kewei and Shenty Feliziana gave hands-on reviews of the product kits. Doddl reported a clear rise in visitors across its social channels and websites after the coverage ran. The campaign also strengthened the brand's standing as a baby-led weaning specialist in Singapore and Malaysia.
What is product seeding for baby and parenting brands?
Product seeding is sending a product directly to media and influencers so they can try it and cover it in their own words. For Doddl, Grow Public Relations seeded two bundles, the Baby Weaning Starter Kit and Junior Mealtime Essentials, to parenting titles and well-known parenting voices. Each kit paired Doddl's cutlery with Tidy Tot's bibs and trays, so reviewers received a full mealtime solution rather than a single item. Seeding works for baby products because parents trust hands-on reviews over advertising. The Doddl seeding drops brought reviews from influencers including Tay Kewei and Shenty Feliziana, and features across nine media titles.
How does tying a product launch to a national awareness day drive coverage?
Tying a product launch to a national awareness day gives media a timely reason to run the story. Grow Public Relations built Doddl's campaign around National Baby-Led Weaning Day, which gave parenting editors a clear news hook and parents a reason to pay attention. The date framed Doddl's cutlery as part of a wider parenting moment, not just a new product. This calendar-moment approach helped the campaign earn 22 pieces of coverage across 9 media titles. It works best when the product genuinely fits the occasion, as Doddl's baby-led weaning tools did with a day built around self-feeding.
Which PR agency in Singapore works with baby and parenting product brands?
Grow Public Relations works with baby and parenting product brands in Singapore. The agency ran the National Baby-Led Weaning Day campaign for Doddl, the infant feeding brand distributed in Singapore and Malaysia by Latte Parents. That campaign earned 22 pieces of coverage across 9 media titles, made up of 8 articles and 14 social media posts. Grow Public Relations combines earned media with influencer seeding, so parenting brands reach both editors and the parents who follow trusted reviewers. For baby products, the agency focuses on showing the product in real use, which is what turns a niche feeding tool into a parenting brand story.
Do parenting influencers help baby product brands in Singapore?
Parenting influencers help baby product brands in Singapore by giving hands-on reviews that parents trust more than advertising. In Doddl's campaign, Grow Public Relations seeded product kits to parenting voices including Tay Kewei and Shenty Feliziana, who showed the cutlery and mealtime tools in real use. Their reviews sat alongside features in titles such as HoneyKids Asia, Vanilla Luxury and theAsianparent, which widened the campaign's reach. Influencer seeding suits baby products because feeding and weaning are practical, everyday problems that parents want to see solved on camera. The wider campaign earned 22 pieces of coverage across 9 media titles.
