Running throughout 2012, the campaign aims to raise awareness of MEGA Bloks new core pre-school range, First Builders.
In print, MEGA Bloks will run advertorials focusing on learning and development through play, in the May and November editions of the Bounty’s bi-annual ‘You & Your Growing Family’ guide, which goes out to 450,000 mums with children less than one year old.
MEGA Bloks online activity on Bounty.com includes advertorials, e-newsletters and display placements, all working cohesively to help mums understand the importance and benefits of learning and development through play.
The First Builders range will also be promoted via 660,000 emails sent to mums ahead of their child’s first birthday using Bounty’s direct mail database.
Pete Fuller, marketing manager MEGA Brands UK, comments: “Our First Builders range is all about encouraging children to learn and develop through play from their first year. Our refreshed ‘mum-friendly’ branding, new bright colours and innovative packaging design will ensure that the range appeals to kids and parents alike.
“We’re delighted to be partnering with Bounty again this year. With their wide range of on and offline media platforms and their ability to accurately target our customers at exactly the right time, Bounty is uniquely placed to help us launch our First Builders range.”