For a parent, few things can be as distressing as a child who isn't eating enough or gaining weight quickly enough. And few things can make those parents as excited as their kid eating and growing. Think high-fives under the dinner-table. Happy dances when their child's pants start getting too small.

How about a campaign that features those parental victories. The happiness of the kid bigger--and the extreme joy of the mom who's finally figured out how to help her child along.