Case studies

Mother & Baby Awards With Tesco

A long term event sponsorship partnership, alongside a year long press & digital campaign

The challenge

Our challenge was to increase awareness of Tesco Baby events and encourage customer loyalty. We were targeting mums to be and new mums and needed to increase traffic to their baby events and baby club membership.


Our Approach

Each year, Mother & Baby (M&B) run an awards ceremony. The Mother & Baby Awards celebrates the very best products, stores and brands around. Products are tested by an army of mums whose verdicts help decide just who deserves to get the coveted gold, silver and bronze rosettes. We like to think it’s the ‘Oscar’s of the baby industry!’ Last year it took place in November at the Park Plaza Westminster Bridge and was hosted by M&B editor in chief Claire Irvin and comedian Alun Cochrane.  Since Tesco stock the majority of products entered in the awards and there is a reader voted ‘supermarket of the year’ category we saw Tesco as the perfect fit for being the headline partner. Our awards research and MUM insight helped to show them the strength of the potential partnership.

The Idea

Tesco were the headline sponsor of the Mother & Baby awards. A joint branded logo was produced that was shown on all promotional material in mag, online and at event. Alongside this sponsorship, we ran a heavy press and digital campaign at highlighting the events that Tesco offers for mums and mums to be. This campaign across the year built up awareness and goodwill amongst our readers and resulted in Tesco being voted ‘Supermarket of the year’ at the awards.


At the jointly branded Awards ceremony, Tesco were present on branding boards as guests entered the awards, the photobooth photos, order of service, tickets and had a 2 minute sizzle video played in the room. Tesco also sponsored a special award - Tesco Star Mum – an award to recognise a mum in a million.


5 year partnership

The success of the Tesco and M&B partnership can be seen in the fact that Tesco have now been sponsorship partner to the event for the past 5 years.

The M & B Awards sponsorship works really well for Tesco baby, the media throughout the year lets us drive awareness of events and builds goodwill with parents culminating in us being the proud winners of ‘ supermarket of the year for the last 5 years.

Paula Mills-BakerCommercial Manager – Baby Club, Tesco