BETC London are launching a new category re-defining strategy for Cow & Gate, the iconic baby feeding brand, with a new campaign 'feed their personalities.' Beyond developmental milestones, the traditional fodder of the category, we're now suggesting what matters most is the nurturing of little individuals and ultimately feeding their personalities. The campaign is spearheaded by the new ad, out tomorrow in the UK, called Supergroup directed by RSA's Jim Field Smith, Director of Butter (hitting Hollywood now) and TV show Episodes. A group of toddlers, all at that age when their own little characters first start to emerge, investigate the instruments and equipment in a recording studio. As they each play around and tinker intheir own individual, quirky ways, the cacophony of different sounds they are making gradually and magically comes together, with the use of judicious editing, to create a lively rendition of ‘Come on Eileen’ by Dexy’s Midnight Runners. It’s a living, breathing example of how Cow & Gate ‘Feed their Personalities’.