The Behaviours Agency has been appointed by leading nursery products distributor, Cheeky Rascals Ltd to develop a campaign to promote one of its award-winning maternity wear brands, the Fertile Mind BellyBelt.

The marketing campaign, aimed at pregnant women, will run online as well as in Bounty, Emma’s Diary and glossy pregnancy magazines from September.

The creative solution aims to educate mums-to-be of the benefits of the Belly Belt, which is a discrete and secure way of extending the waistband on regular clothes.

Sue Benson, managing director at The Behaviours Agency in Manchester says: “Having worked on a number of parenting brands we have great knowledge of this niche market, which was central to Cheeky Rascals appointing us. The copy and creative treatment reflects our insight and will work to engage expectant mums in this unique product.”

Sarah Tubbs, marketing manager at Cheeky Rascals adds: “We want our mums to understand the BellyBelt concept after a brief glance at our advertising and gain instant recognition in-store. Sue and the team have demonstrated real creative flair and are clearly in-tune with mums at all stages of their pregnancy. They presented lots of great ideas and solutions.”