Background
Cheeky Rascals are a leading distributer of nursery products. One of their UK clients is Fertile Minds who sell BellyBelts, an expanding waistline for trousers, jeans and skirts, so as a pregnant woman’s bump grows they can stay in their normal clothes for longer.
With a limited budget they approached The Market to create an advertising campaign based on insight.
Objective
To increase awareness and understanding of BellyBelt
Shopper insight
We’ve all been there – is she pregnant? This inbetweeny stage when newly pregnant women start to show can be a clothing nightmare. It’s usually the stage when she starts to tell people she is pregnant and her well-kept secret is out.
Creative solution
We used the line ‘When your secret’s out your designer jeans don’t have to be’ to shortcut to the consumer benefit.
Impact
The marketing campaign has run online as well as in Bounty, Emma’s Diary and the main pregnancy magazines.
