Frida marks UK entry with dedicated campaign
Cult US parenting brand Frida is launching in the UK with a dedicated campaign.
Called Real Birth Announcements, the campaign is kicking off this month and includes OOH, PR, events, social and influencer content.
Led by full-service agency One Green Bean, the activity aims to encourage more honest conversations surrounding childbirth and postpartum and to better prepare UK mothers-to-be for the realities of parenthood. To do this, Frida has encouraged mothers to share their real birth stories and raw images, six of which which will appear on digital billboards nationwide.
In addition, singer Paloma Faith will share her Real Birth Announcement and co-host an intimate event with Frida chief executive Chelsea Hirschhorn to mark the arrival of the brand in the UK.
Hirschhorn is also sharing her own Real Birth Announcement on a wrap on buses running throughout London.
She said: “Frida is here to prepare parents for the unfiltered, unsexy moments of parenting – the ones you don’t typically see on Instagram. And that starts with mum: we want to demystify the realities of becoming a mother and encourage more upfront conversations about what really goes down in the delivery room – and beyond.
“We aren’t afraid to push the envelope and talk about the very real moments and challenges of parenting. Ultimately, we want first-time mums to feel as prepared as a third-time mum and that ambition is at the heart of Real Birth Announcements.”
Kat Thomas, global executive creative director of One Green Bean, added: “Real Birth Announcements stays true to the brave and humorous work for which Frida is famous for – we’re excited to challenge audiences to start talking about more realistic experiences and expectations of birth and postpartum.”
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