The world’s toughest critic. Not Grace Dent, Giles Coren, or Jay Rayner. Not even the Queen herself can compete with your run-of-the-mill baby when it comes to being the most difficult customer.

Sainsbury’s knows that the reality of feeding your baby can be hard and not quite like it is in the glossy magazines. That’s why we hosted a baby banquet – to show the reality of babies being babies.

Successful service is guaranteed, thanks to the Sainsbury’s extensive new Little Ones baby food range which has been designed to make things easier for parents. Because happy parents make happy babies.

Arla Foods UK has launched Fibre, a new range of fibre-packed yogurts, with a national multi-channel campaign.

The widespread promotional push kicked off with a 40” TV spot, which debuted during ITV1’s Britain’s Got Talent last weekend. The campaign acknowledges that it’s hard to be fussed about fibre, even though you’re probably not getting enough of it. Introducing Arla Fibre. A delicious new range of yogurts that not only taste great but are a great source of fibre too, each containing 4.7g. Nothing bland, brown or boring in sight. It’s fibre for people who can’t be fussed with fibre.

The TVC is directed by Jake Dypka and produced by Independent Films, with VFX from Time Based Arts and sound courtesy of 750mph. The campaign will also be supported by digital, social and print advertising.