P&G asked us to create a media partnership that delivered brand awareness, scale and drove trial of Fairy Non Bio over an 8 month period. The campaign had to connect with an audience of first-time mums through the emotional and functional benefits of the brand. So, we created a fully integrated and ground breaking campaign, with various cross-media touch points that drive the Fairy Non Bio messaging and create a soft, warm brand association - a brand that is a help to mum when she needs it most.

The key objective for P&G was to build awareness of Fairy Non Bio amongst first-time mums with babies. For previous campaigns P&G had used Digital and Press media, but this time they wanted to look at an on-air sponsorship.

To answer the brief, TMI came up 'Fairy Tales, Softly Ever After' a channel and programming sponsorship on Cartoonito which created soft touch points for mums around key viewing times. We also got in touch with our friends at IPC to see what else could be done. Together we won the pitch, and subsequently Yahoo! was brought on-board to amplify the digital piece even further. All together, the campaign consisted of onair Cartoonito sponsorship, magazine advertorials across Marie Claire, Pick Me Up & Chat and parenting section sponsorship on mumstipsandtales.com and Yahoo.com.