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Ruk-bug unveils campaign with The Market Family


By The Drum Team | Editorial

March 23, 2012 | 2 min read

Ruk-bug has unveiled its first marketing campaign since the appointment of The Market Family last month, to promote the Ruk-bug Migration pushchair, which can be folded and carried as a rucksack.

The launch campaign, which includes a mailer featuring pipe cleaners and lolly sticks – the materials used in inventor Clifton’s first model – invites retailers to come up with solutions for their own bugbears, as this is seen as a solution to the problem of handling pushchairs.

The product is set to hold its retail launch at the Harrogate Nursery Fair, 25-27 March, with The Market Family also designing an exhibition stand for the event. The consumer launch will follow later this year.

Trade press adverts, direct mail, giveaways and leaflets will support the fair.

Sue Benson, managing director at The Market, says: “This is the first campaign by The Market Family since we launched the specialist division last month, and we’re really excited to be launching a brand that is innovative, ethical and fun.

“Our challenge was to come up with a creative theme without featuring any images of the pushchair as the prototype was only going to be ready for the show. Our hook is the bugbears that parents and retailers have in the pushchair market and how Ruk-bug solves them with innovation.”

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