Children’s food firm Little Dish has unveiled a new campaign highlighting the “reality of mealtimes with young children”.

It will run across radio, out-of-home and online.

Devised by Insiders Studio, the creative features the tagline “Guaranteed to be eaten by kids”, along with a series of terms and conditions such as “As long as it is served on the pink plate” and “As long as dad does his funny dance first’’.

“There are so many parents out there who don’t yet know about Little Dish but could benefit from feeding our meals,” said Sophie Giddings, marketing director at Little Dish.

“We shouldn’t be a secret kept just for our loyal following of those in the know. So, I wanted to spread the word and create something that really stood out, grabbed attention and made parents feel good,” she added.

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As part of the marketing drive, the brand has launched a series of radio ads, fronted by Happy Mum, Happy Baby founder Giovanna Fletcher.

The campaign will be supported by investment in retail media.

Josh Clarricoats, co-founder at Insiders said: “Kids love to keep their parents on their toes, especially at mealtimes, as frustrating as that might be for their frazzled parents. And with this campaign we were able to play with that tension to create something instantly recognisable, understandable and funny.”

“The campaign had to immediately connect with parents, and let them know that Little Dish was absolutely on their side and could offer them a helping hand at mealtimes,” he added.