A TV campaign focusing on items including Pip’s Lighthouse Playset, Mr Morris‘ Bubble Train and Skipper’s Bucket Tug Boat has launched.
Spearheaded by PR Agency Norton & Co, Pip Ahoy! will be promoted via a campaign targeting mums and focusing heavily on the key USP’s of the new range. PR tactics include establishing a comprehensive media relations programme, awards entry, a themed blogger outreach campaign plus a partnership with mums website Netmums.
Simon Pilkington, managing director, John Adams, said: “Demand for the Pip Ahoy! range has already exceeded our expectations. Reflecting the need to target mums as key to communicating the brand ethos and messaging behind Pip Ahoy!, we have in place a dedicated programme of activity designed to position Pip as a key brand in an increasingly competitive pre-school market.”
The company is also running a retailer costume character tour across July.