Hope&Glory’s consumer brief is to build brand awareness for ERGObaby among UK parents through a mix of media and blogger outreach, alongside consumer brand campaigns.
Hope&Glory managing partner Jo Carr will lead the project, which was won following a non-competitive pitch.
Carr, whose team will be reporting to Joanne O’Grady, founder and MD, Clever Clogs, said: ‘The ERGObaby carrier has something of a cult following in the States and we’re hoping to replicate some of that here in the UK, going head-to-head against the more established brands.’
She added that Hope&Glory would seek to break away from the pure product focus that was often the theme of similar campaigns in this sector: ‘We want to take it into more interesting territory. We’re looking to take it out of purely product PR and to latch on to more issues that concern new parents and how they raise and carry their children.’