Children naturally want to grow up: 'When I grow up, I want to be a pilot.' But to grow up, they first have to finish their plate. So that they get the essential fats they need to grow.

The Professions Campaign cleverly brings together the children's world of experience, parents' desire for their children to finish their plate, and the role of Blue Band: 'No matter what they want to become, they grow up best with Blue Band.