Edelman and JCPR pick up Nutricia infant brands

Nutricia UK, the baby-food division of Numico, has called in teams from Edelman and its consumer PR agency Jackie Cooper PR to promote its Milupa and Cow&Gate brands.

Edelman will be targeting healthcare professionals for both brands, while JCPR is overseeing consumer work.

The Milupa campaign will highlight the manufacturer’s technical expertise. The agencies will also promote Nutricia’s engagement with the nutritional, health and behavioural issues involved in raising children.

For Cow&Gate, PR activity will promote the brand’s 100-year heritage and use real-life stories about the brand from consumers and employees.

Murray PR formerly handled consumer PR for the brands.

‘There is a latent affection for Cow&Gate as a classic British brand. It wouldn’t surprise me if the Royal Family was brought up on it,’ said JCPR founding partner Robert Phillips.

JCPR, hired without a competitive pitch, formerly worked with Nutricia UK marketing director Alistair Bradley during his stints at Quaker Oats and Diageo.

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