The through-the-line campaign to help raise money for the beauty industry’s charity Look Good…Feel Better has been created by integrated marketing communications agency Baber Smith.
The campaign, which breaks on Monday (15 March), aims to drive sales of Mama Mio’s Get Waisted product and raise money for Look Good…Feel Better, a charity that aims to give women coping with cancer more confidence.
From 1 March, £1 from each sale of Get Waisted sold in Debenhams and via Mama Mio’s online shop will be donated to the charity.
The outdoor and press ads feature a 42-year-old mother of two and aim to depict the “inner confidence that comes from feeling great about your body”.
MamaMio says that to maintain the integrity of the brand no digital enhancements or alterations have been made to the model’s body.
The advertising campaign will be supported by a non-branded, social media and viral campaign featuring an animated singing belly button with music from a fictitious band called Belle and the Buttons.
The band will have a MySpace page to generate support and engage fans of the viral.
Sian Sutherland, Mama Mio founding partner, says: “This is radical step for us as we don’t advertise – all our marketing spend goes on the formula in the bottle. So, if we were about to take that grown up step of appearing on posters and press, it had to be in a Mama Mio way – extremely different but communicating the sass, wit and charm that is intrinsic to Mama Mio.”
The brand, which began by specialising in pregnancy skincare products, launched its first ad campaign in February.