Kiddicare preps major brand campaign

Morrisons is preparing to launch a major brand building campaign for its Kiddicare brand once all 10 of the planned superstores open next year.

Kiddicare
Kiddicare outlines marketing strategy as first store opens

The first store is due to open today (26 September) in Nottingham with nine more opening in former Best buy store sites icluding Thurrock and Bristol. Launch activity for each store will initially be local.

Alison Lancaster, Kiddicare CMO, adds it is also working with Google and Facebook to create a geo-targetted campaign for each store to drive online traffic in store.

Local print and outdoor ads will run as well as advertising in specialist parenting press.

Social marketing will also have a role in Kiddicare’s marketing strategy to take advantage of the fact that mums are “particularly chatty” online, Lancaster adds.

The new store launches will also be supported by cross promotional activity via Morrisons, which bought the online baby care retailer last year.

Morrisons’ articulated trucks have been branded with Kiddicare and its recently introduced Catalina coupons at till scheme will identify customers buying baby products in local stores and offer them a voucher to encourage visits to the new store.

Lancaster says: “We’re doing national press and local outdoor advertising now but when [our stores] have national coverage we’ll start to really emphasise the brand. There’ll be a big brand campaign towards the end of next year.

“Really, our best advertising is what people say. Social is still in its infancy in terms of what it does commercially, but in brand reputation and awareness it’s very powerful having an army of vocal mums raving about you.”

Activity for the brand campaign in 2013 will include TV, digital, press, CRM, PR and outdoor. The business has previously only used TV advertising for tactical promotional campaigns around its flagship Peterborough store.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here