This popular user-generated content program involved Moms uploading a photo of their baby to MyGerber.com or posting via Instagram with the hashtag #GerberBabyPhotoSearch2017.
A Contest for a Worthwhile Cause
The contest engaged participants on a weekly basis, with winner tie-ins like 'Best-Dressed Baby' or 'Giggles and Wiggles' for pet photos.
IC Group wrote the rules and helped with judging of the contest. The 2017 Gerber Baby Contest winner was Lucas!
A Program in the Press
For the first time in its history, the Gerber spokesbaby, Lucas, is a child with Down syndrome.