In September 2017, De Montford University, Leicester achieved re-accreditation as a UNICEF Baby Friendly Initiative (BFI) having successfully completed the BFI university standards programme. However, since starting our journey, the process has neither been uneventful nor smooth. Initially all went well; in September 2009 we registered our intent, completed our certificate of commitment and successfully negotiated stage one. We achieved stage two in September 2012 and became a fully accredited BFI university. Time passed, and re-accreditation was planned for September 2015. All seemed to be going well, but disaster struck; we failed to secure re-accreditation. The project lead, student body and teaching team were all devastated. The motivation for this article was to share our journey and reflect on how we overcame the challenges along the way to successfully achieve the BFI university award in September 2017 and to inspire other higher education institutes to apply. Part of this journey, and one aspect that was pivotal to our success, was the creation of a breastfeeding clinic. This was student-led and lecturer-facilitated, with the aim to support students to gain experience in promoting and supporting breastfeeding mothers, while simultaneously enhancing breastfeeding support within the local community.