About Baa Baby

Baa Baby is an award-winning, independent UK brand that specialises in premium, 100% natural sheepskin and lambskin products for babies and toddlers. Founded on the medical and soothing benefits of New Zealand wool culture, the brand focuses on highly practical, skin-friendly, and thermostatic essentials that keep babies comfortable throughout the year.

The Brief

The brief was to create a calm, premium and emotionally warm TV advert for Baa Baby, focusing on its natural sheepskin pram liners as the hero product. The campaign needed to educate parents on the benefits of sheepskin, from year-round comfort and softness to its natural warmth, breathability and long-lasting use, while positioning Baa Baby as an authentic, family-led and environmentally responsible brand. With mums and gifting customers in mind, the advert was designed to show the product in real family moments, highlighting how the pram liner can bring comfort to babies whether used in a pram, carrycot, Moses basket or nursery setting.