Mamas & Papas in fashion drive

Baby-and-toddler chain Mamas & Papas has briefed ZPR to promote its fashion cred.

M&P head of PR Gill Kingston-Warren said the firm was looking to boost sales of its spring and summer maternity lines via a nationwide campaign.

It originally staged a pitch for a one-off fashion show (PRWeek, 4 Aug), but then extended the brief before hiring ZPR on a retainer.

M&P's roster already includes Starfish Communications, MCG PR and two broadcast agencies.

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