Cow & Gate , the Baby feeding brand in the UKhave launched a new category re-defining strategy with a new campaign 'feed their personalities.' Beyond developmental milestones, the traditional fodder of the category, they are now suggesting what matters most is the nurturing of little individuals and ultimately feeding their personalities. The campaign is spearheaded by the new ad called Supergroup directed by Ridley Scott Associate's Jim Field Smith, Director of Butter (hitting Hollywood now) and TV show Episodes.