Parents receive plenty of advice. Especially when it comes to feeding their baby. What’s best, what’s right, and what they should be doing.

With ‘Maak er een potje van’, the focus shifts away from perfection and towards everyday reality. Not lowering standards, but reframing the choices parents make.

The campaign is built around a simple, recognisable insight: time with your child is valuable, and not every day leaves room for cooking from scratch. Choosing a jar can mean choosing a little more time for the moments that matter: playing, cuddling, colouring.

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