The agency will be undertaking an initial four-month campaign working alongside the in-house PR team to help the nationwide parenting brand communicate its 30th anniversary during 2011.
Having won a competitive pitch in the first week in January, EdenCancan has commenced work immediately. No other agencies work with Mamas & Papas.
The chain has over 50 stores throughout the UK and employs more than 1,500 staff. As part of the campaign, EdenCancan will be helping to publicise the brand's many celebrity supporters while also communicating the brand's key messages of quality and value.
To commemorate the anniversary, Mamas & Papas will be giving away £30,000 worth of products to parents in need of a 'helping hand'.
Established in 1981, Mamas & Papas is a UK-based retailer and manufacturer supplying prams, pushchairs, baby products and maternity wear.