Bounty, which has 2.5 million members in the UK and sends out information packs to all new and expectant mothers in the UK, hopes the ‘Bounty Mums Love’ marque will leverage the trust that new mums have in the brand as a source of advice.
Faye Mingo, consumer engagement director at Bounty, says that when parents find out about a new product through the club, “they assume it’s trustworthy”.
She says: “This is why we’ve decided to harness our expertise and reputation to support deserving brands and help mums to make the right choices.”
It will be awarded to brands and products that score highly via its 30,000 strong research panel of new mums.
Brands that receive the marque will be able to use the Bounty Mums Love marque on marketing, media and packaging.
They will also feature in Bounty’s online product review section and in printed Bounty guides, of which 3 million are published each year.
Mingo adds: “Bounty is one of the only marketing mediums that can identify this hard to reach, high value consumer group who are receptive to point of market entry and point of market change messaging. Our club interacts with members through multiple media channels and is proven in its ability to drive purchase of the brands we promote and this new endorsement offer gives great value to both mum and brands alike”.
In May, online parenting forum Mumsnet introduced an endorsement scheme within its review section that allows brands to a carry a “Mumsnet Best” logo on merchandise and marketing material for products that are consistently reviewed highly by the site’s members.