WW7's Eros V Directs Compleat's Tube-Feeding Anthem Starring Elmo

Compleat, a leader in tube feeding nutrition, debuted "What Is Better Than How", the first-ever song centered on tube feeding featuring Sesame Street’s Elmo.

This original song and accompanying video were created by Accompany Creative and produced by World War Seven, which celebrates tube-fed children and delivers a simple message: what matters most is that children receive the nourishment they need, not how they eat.

Despite hundreds of thousands of people in the United States being tube fed, tube feeding still remains widely misunderstood, leaving the "tubie" community feeling isolated and unseen. Through the campaign, featuring Elmo and his signature warmth and curiosity, the song encourages all of us, the village that surrounds caregivers and their children, to recognise tube feeding as one of the many ways people receive nourishment.

"As a leader in tube feeding nutrition, Compleat believes every child deserves to be seen for who they are, not defined by how they eat," said Priyanka Malhotra, Director of Marketing for Compleat at Nestlé Health Science. "By bringing this experience to life with Elmo, one of the world's most beloved and iconic characters, Compleat hopes to foster greater awareness and representation thereby shifting the conversation around tube feeding to a shared cultural understanding rooted in connection and belonging."

In the song and video developed by Accompany Creative, Elmo visits families during mealtime and discovers the many ways children eat, from imaginative games and playful moments to different physical ways of receiving nourishment. The real families featured in the campaign live with the realities of tube feeding every day, and Compleat is proud to share their personal stories to help bring authentic representation to this community. The song celebrates that some people eat with a fork, some use a spoon, and some use a tube. This reinforces a simple message: it doesn’t matter how you eat, what matters is that you are nourished, loved and accepted.

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