The deal was planned and brokered by Mindshare’s Partnerships Team.
The multi-platform campaign will launch online this June, and continuous print activity beginning in the August issue of Mother & Baby magazine will build awareness and credibility of the My Little Star product range, and aim to drive customers into Superdrug stores and online for baby products.
Campaign activity will include display advertising across Mother & Baby magazine in print and online, and branding at the 23rd Mother & Baby Awards – taking place at Westminster Park Plaza on November 23. The activity is designed to promote Superdrug’s My Little Star range of products, communicate Superdrug’s ‘100% Happiness Money Back Guarantee’, and Cruelty Free International accreditation.
Via solus branded emails and newsletters from Mother & Baby, Bauer Media will also highlight the message that customers can get 10% off baby products from Superdrug when they spend £5 or more on baby products using their Superdrug Health & BeautyCard. The partnership will also include a series of double page advertorials running in print from the August issue throughout, and sponsored written articles online on the Mother & Baby website.
Socially, Bauer Media is planning a Q&A style interview on Twitter on the Mother & Baby feed that will promote My Little Star products.
Abby Carvosso, Group MD, Bauer Advertising, said: “Our content is created by a team who know what it’s like to be a mum, and what it’s like when a new parent shops for all those baby essentials. It’s this insight, combined with our editorial instinct, that allows us to work on creative, effective advertising solutions for our partners such as Superdrug. We’re excited to have them on board for this year’s 23rd Mother & Baby Awards.”
David Cooke, Superdrug Head of Own Brand said: “Mother & Baby is a trusted, recognisable brand and we are delighted to be working with the magazine and its Mother & Baby Awards. We are incredibly proud of our My Little Star collection and this is the perfect opportunity for us to talk about its benefits to new parents.”
Mariella Langella, Partnerships, Mindshare, said: “We are very pleased to be involved in the planning and brokering of this partnership. Superdrug’s ‘My Little Star’ is an amazing range which is a perfect fit for Mother & Baby’s engaged audience. Through this multi-platform partnership, the ‘My Little Star’ range will get the attention and audience it deserves!”
