consumer

The First Years
An American feeding, babycare and toy product manufacturer.

Campaign
To promote new products from the international range of ‘What matters most to you… matters most to us’ innovative products covering feeding, play and care for babies and toddlers.

Fee basis
Retainer.

Objectives
To establish a brand presence in parenting, pregnancy and baby publications in the UK.

Strategy and plan
JSPR employed a broad mix of activity including new product press releases, product give-away promotions and product test samples. Teaser campaigns included mailing out activated Rolling Giggle Puppies, which arrived on editorial desks laughing, barking and cooing with glee. A general product endorsement was secured from the world famous Norland Nursery Training College.

Measurement and evaluation
By spring 2001, The First Years was gaining regular exposure in the main media comprising Mother & Baby, prima baby, Practical Parenting, Pregnancy & birth and others. From zero, The First Years quickly became ‘top of mind’ among the relevant media, creating a busy press office. In 2003, widespread national coverage was achieved for The Great Duck Hunt story, a prediction that some of the 29,000 Soft Ducks washed overboard in a storm in the Pacific might land on the shores of Great Britain after an epic 11-year voyage. This resulted in national newspaper, radio and TV coverage including two whole pages in separate years in the Daily Mail. The story was followed up on BBC Radio 4 with a dedicated half-hour programme presented by Clive Anderson in 2006.


Results
The First Years was so pleased with the success of the PR, it did not hesitate in retaining JSPR over subsequent years. Vice President, Europe, Clive Wooster attributed a 27% sales revenue growth in 2004 to the effectiveness of the PR undertaken by JSPR, as the company did not advertise. Following the purchase of The First Years by RC2, and a subsequent review of PR, JSPR was appointed to not only represent The First Years but also the Lamaze ‘As easy as One…Two…Three’ Infant Development System. Both brands are now marketed by Learning Curve under its nursery brand portfolio. In 2007, JSPR successfully launched the revolutionary Breastflow bottle-feeding system from The First Years designed to promote long-term breastfeeding, which has been widely-acclaimed by breast-feeding mothers, mid-wives and health visitors alike. In 2009, JSPR was appointed to launch a new product range, Early Engineers, a new concept in early train play. Early Engineers secured a Best New Toy Award at Toy Fair 2010.

Hailo
Europe’s leading manufacturer of ladders.

Campaign
To establish a brand presence for Hailo in the UK.

Fee basis
Retainer.

Objectives
To promote Hailo’s range of rung extension ladders, household stepladders, folding steps and stools to the UK DIY trade media.

Strategy and plan
Following the preparation of comprehensive background press information, a trade press campaign for the second half of 2001 was agreed. This focused on a ‘Best Buy’ recommendation in Which?, the move of its UK distributor to larger premises, a new range of universal ladder safety accessories and Hailo’s five-year business performance in the UK. In 2002, a new ladder range, setting new standards of safety, was launched along with many other products. This activity was echoed in 2003.

Measurement and evaluation
Coverage in the DIY trade media was established on a regular basis and the Hailo name is now well established in the UK market as a quality brand.

Results
Hailo in Germany was so delighted with the coverage secured in the initial months that it confirmed a new trade PR programme for 2002 with a larger programme. In addition, it extended the PR brief to include the promotion of its waste collection range.