Background

Fertile Mind is a fantastic wholesale import/export business set up by Christine Kininmonth (inventor of the Belly Belt and often on the judging panel for The New Inventors) and Peter Hooker. Fertile Mind specialises in selling clever maternity wear, nursing wear and other products designed to help women look and feel their best, right throughout pregnancy and following the birth.

Like the Belly Belt that allowed Christine to continue to wear her work clothes instead of maternity wear when she was pregnant, all Fertile Mind products are designed to minimise the disruption to a woman's life (and wardrobe!) when she is pregnant so she can feel more stylish and relaxed.

Obviously we loved their outlook and their great range of practical but clever clothing and accessories, so working with the team at Fertile Mind has been a breeze.

Publicity Campaign

We started working with Fertile Mind in early 2006 and the brief was to get as much coverage as we could. They selected a number of items that they wanted us to concentrate on and we focused on one or two products per month in order to maximise exposure. We also combined some of the products into one story to give journalists an angle to work with.

We have managed to get them a lot of coverage over the years in women’s magazines, parenting and maternity magazines and websites and culminating in a long segment on Mornings with Kerri Anne (Ch 9, national) in early 2007 which generated a lot of buzz for the website. We still work with Fertile Mind on key product releases.