Case Study: Cheeky Chompers

Background

Julie Wilson and Amy Livingstone, two UK moms, started the award-winning baby product brand Cheeky Chompers in 2013 while on maternity leave. Following their own experiences picking up and sanitizing dirty teethers, they identified a gap in the market for an attachable teething solution. They decided to develop their own product to solve this issue, and their first invention was born: the Neckerchew! The Neckerchew is the world’s first teething bib, and it was an instant success. Cheeky Chompers has gone on to sell over 3 million products in over 50 countries in more than 350 global retailers and has won 52 business and product awards.

The brand launched in the US on the 10th anniversary of its lightbulb moment.

Challenge

When Cheeky Chompers prepared to launch in the US, they tasked McKendall Communications (McKC) with telling the brand’s story to this new audience. McKC devised a public relations plan to generate media buzz about the brand and its exciting launch.

Strategy

McKC developed a plan to introduce Cheeky Chompers to the American audience. This plan included:

• Media Outreach: Leveraged our extensive media relationships in the toy and parenting industries to secure targeted placements.
• Tailored Storytelling: Customized pitch letters were developed to enhance credibility, emphasizing the founder’s unique story and entrepreneurial spirit.
• Holiday Gift Guide Campaign: Utilizing a database of long and short-lead gift guide editors to ensure Cheeky Chompers’ inclusion in the top Holiday Gift Guides.
• Product Sampling: Facilitating the distribution of product samples to media outlets upon request, allowing hands-on reviews and coverage.
• Virtual Media Tour: Coordinating a virtual meeting room to allow the founders to meet with media one-on-one to tell their story and show their products.
• Podcasts: Pitching Julie and Amy for interviews on relevant podcasts

This strategy ensured that parents in the US were made aware of Cheeky Chompers and their intuitive, high-quality baby products. We successfully secured Cheeky Chompers features in blogs, news websites, and podcasts.

Examples of Media Placements