Maybe you could get a few coloured spoons (we have those Heinz ones, but they're probably a bit small for 12mo) and instead of jumping straight in there with the food, let him play with it and chew on it for a bit first. Then give him hid finger food and the spoon at the same time. And then put some food (like porridge or something?) on the spoon and let him play with it...? Then try feeding.