From birth to delivery

When Kiddicare were looking to announce their new born online retail service to new mum's, we were asked to deliver. From early research to fully fledged digital e-commerce we worked hand in hand with the family and shared the experience. We continued to nurture the developing business as it found new partnerships and moved into the world of bricks and mortar.

From 2007 we worked closely with this family business creating a number of stimulating, sometimes audacious, TV campaigns that positioned Kiddicare as the emergent on-line nursery retailer in the UK. Detailed customer research revealed insights that enabled us to select a programming profile which delivered more of Kiddicare’s target audience, more cost-effectively than was previously possible. This resulted in accurately targeted TV sponsorships, TV advertising and on-line campaigns that elevated the brand to the point where major multinationals became interested in acquisition.

Morrisons bought the business in 2011 and MVad were retained to plan, buy and produce tactical TV and radio campaigns to support new stores launches and activity across critical sale periods.

Our strategy of carefully targeted TV to support the brand included programme sponsorships which worked well throughout. For example; Bringing Up Baby, Katie Price & Peter Andre, Breakfast TV, we're all very successful at raising both profile and sales. A light hearted new series 'Up All Night' piloted on ITV2 revealing the calamities of first time parents delivered a highly targeted opportunity too. The sponsorship credits produced featured multiple vignettes of amusing high chair ‘banter’ between babies.

Kiddicare chief marketing officer Alison Lancaster said: “Up All Night really resonates with any parents adjusting to the work-life-baby juggle. It’s fantastic to be sponsoring a series that’s not only laugh-out-loud funny, but one that captures the sheer relentlessness of parenting.”

As Kiddicare rolled out their new megastores our TV advertising campaign captured the WOW factor as customers discovered the vast scale and unique extras that made the stores special. Shot in cinemascope (2.35:1) with trade-mark candy stripes top and bottom and cut to the beat of an up-tempo, feel-good music track the production uses exciting camera moves, jump cuts with speed ramping to emphasize the WOW moments. The two different 30 second TV commercials also combine to form a “Day in the life style” 60 second online video. The TV ads aired on ITV in relevant TV regions for store locations.

As the brand and market matured, it was sold to World stores. We continued to provide support with simple and affordable yet very effective product promotion to increase traffic and sales, before eventually parting company in 2015 when the brand came under the Dunelm umbrella.

"I just wanted to say a huge thank you for the excellent job you've done on our new Kiddicare TV commercial and airtime planning. I really appreciate the huge amount of time and energy you've put into delivering this campaign and it's certainly raised the bar from our previous discount led commercials. Once again, many thanks for your commitment, creativity and energy in making this happen within the budgets and tight time lines. We really appreciate it, and it's been very well received within the business. It's an important milestone in the next part of our Kiddicare journey, and I'm delighted in what we've been able to achieve with you."

Alison Lancaster, Chief Marketing Officer, Kiddicare Marketing Director, Non-Food.

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