Nursery Today magazine

Happiness is a serious matter

5 mums picked for Chicco's new consumer brand campaign

SPREADING happiness and smiles are the aims of Chicco's new consumer brand campaign, to back up the leading baby multi-specialist's reported NPD double-digit growth.

Supported by huge investment, the campaign has been running behind the scenes since last month, and focuses on the selection of five mums to trial the extensive Chicco range.
The concept of the campaign was developed to highlight the company's uniqueness to British consumers.

Inside the Osservatorio, their baby research centre based in Como, Italy, a team of experts interact with midwifes, paediatricians, childhood specialists and psychologists to observe, analyse and gather data regarding psycho-physical, emotional and social needs of babies in each specific growth phase.

These teams then work towards finding scientifically-endorsed solutions and products for the wellbeing and happiness of children - all because every baby's happiness is a serious matter for Chicco.

The five winners - Amy Vickerman, Anna Cuminsky, Cate Elder, Kirsty Innes and Victoria Barton - have been selected from nearly 2,000 entrants, and each lucky mum will be happiness-testing the products to give them an official seal of approval.
Each mum has received more than £1,000 worth of Chicco products to trial and review, with their thoughts and opinions being shared with other parents through a dedicated microsite.

This special site is now live, at  and will soon feature photos and videos of the products being tested out in real-life situations. Parents looking for advice and information on Chicco products can head to the microsite to find out what the real mums think and feel.

Supporting this engaging campaign is Chicco's huge investment with targeted magazines and online websites to engage with mums-to-be, allowing new mums to discover the brand that truly wants to make their babies happy.

Giulia Toselli, UK strategy and brand manager for Chicco UK, said: "Everything we do is with babies in mind, and our aim is to make them happy. We believe that only mums and dads can really understand if their little ones are happy, and we trust their opinion more than anyone else to know if we are getting it right.

"That's why bringing five Happiness Testers on board with the Chicco brand will really show the high quality and performance of our products, all of which have been developed with our baby research centre, the Osservatorio.

"It's also a great way to share the experiences of our testers with other parents who want to know what they can do to give their babies a great start in life.

"The trade will be involved in this campaign, thanks to bespoke POS materials that are going to dress each shop in our Tested For Happiness style."

Chicco will also be announcing details of their Christmas campaign very soon, rewarding anyone who buys their toys with a touch of fun and a guaranteed gift.

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