Food & Beverage

Chicco NaturalFit Launches #NeverStopGrowing Campaign

Artsana USA, maker of the Chicco brand products, has launched #NeverStopGrowing, a new campaign celebrating and supporting new moms around the world as they navigate the balance between their own expectations and the realities of modern motherhood.

According to a release, the campaign comes as Chicco introduces its clinically tested NaturalFit bottle-feeding collection, and reflects the vital and universal truth that many moms feel overwhelmed and underachieving, even when they are achieving so much.

"In our research with new and expectant moms, we saw the emotional tug of war when motherhood begins: Mom is performing many new roles, but she doesn't believe she is performing any role as well as she would like," said Brenda Liistro, General Manager of Feeding & Care for Chicco in the US. "That is simply not the case. At Chicco, we're dedicated to giving Mom the empowerment and flexibility she needs to be a parent, a spouse, a sister, a friend, a colleague - however she defines her life. We are proud to stand with new moms to celebrate their accomplishments and remind them of all the support surrounding them and their baby."

The company said that for many new moms, feeding their child can be a great source of both solace and stress. To make feeding easier than ever, Chicco developed and has launched, alongside the #NeverStopGrowing campaign, a line of NaturalFit bottles that bio-mimic breastfeeding. With its re-entry to the infant feeding market, Chicco is on a mission to alleviate the stress Mom feels at feeding time, reinforcing her confidence in her abilities and reminding her to #NeverStopGrowing.

#NeverStopGrowing is an integrated campaign created and executed by Chicco USA's agency partners, MullenLowe and MediaHub, featuring the documentary-style video and supported by media, social and influencer partnerships.

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  • Alexandra Scarborough
    Papyrus Joins Forces with Designer Lela Rose

    Papyrus is looking to bring the “elegance and style” of fashion to its greeting cards via a new designer collaboration series.

    According to a release, the collaboration marks the first time a fashion design house and greeting card brand have joined forces to develop a custom greeting card collection.

    Papyrus said it is partnering with American fashion designer Lela Rose to introduce the series. Rose will feature her "sophisticated yet modern style" in the debut card and gift collection, slated to launch during New York Fashion Week. The collection will be available in New York City Papyrus stores and select retailers in September, with availability expanding to all Papyrus locations and retailers in October.

    "The fashion designer collaboration series is a celebration of the commitment Papyrus has to the arts, including a focus on the fashion industry, quality craftsmanship and trend-forward design," said Christy Kaprosy, President of Papyrus-Recycled Greetings. "We are delighted to have Lela Rose's elegant line lead the first Papyrus fashion designer collaboration program, and we are excited to bring more fashion designers to our loyal customers in the future."

    The company noted the collection, which draws inspiration from some of Rose's recent runway designs, consists of 16 cards and five gift accessories, including gift bags, gift tissue, roll wrap and a gift tag set. It also will be available online at

    "I'm thrilled to be the first designer to collaborate with Papyrus on their exclusive new fashion series," said Lela Rose. "This is a unique way to showcase our designs, silhouettes and prints, and extend the brand into a new category."



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