As Mothercare joins the long list of high street stores under financial pressure, the parenting specialist has turned to creative agency Mcgarrybowen to re-establish its brand. ‘First Steps’ is the retailer’s first large-scale ad campaign in more than a decade.
The campaign arrives in the wake of the news that Mothercare is to close 50 of its 137 stores by June 2019, which will potentially amount to a total of 900 job losses.
In comparison to the £7.1m profit the retailer experienced in 2016/17, this year Mothercare revealed a £72.8m pre-tax loss in its fiscal year ending March 24. Such figures demonstrate the imperative need for a strong re-establishment of its brand.
Placing customers and parents ‘at the heart’ of the campaign, the premise of the campaign is the understanding that every time a baby is born, so is a parent.
'First Steps' – the retailer's first step back into major advertising after ten years – is a series of creative executions that each demonstrate how every milestone of a child’s development is also a milestone for the parent.
From the first tears at birth to the first trip to the nursery to the moment they become a big brother or sister, the campaign seeks to resonate with parents by illustrating the wonderful moments every parent experiences with their child.
The campaign will run across press, outdoor, social and online.
Jayne O’Keeffe, Mothercare’s brand consultant, said: “The journey that new parents go through resonates and transcends generations. The 'First Steps' campaign puts the focus on that journey and truly reflects the raw emotion of having a child. It celebrates the perfect and imperfect realities of being a parent to reinforce our heritage as the global specialist for new parents.”
Charlie Hurrell, managing director at Mcgarrybowen said: “Mothercare is a loved heritage brand, with 57 years of supporting parents with their expertise and empathy. Few brands could claim to understand parents quite like them, and 'First Steps' reflects the timeless relevance of the Mothercare brand by embracing the messy, real, beautiful and not-so-beautiful challenges of being a parent today.”
: 'First Steps'