THE RETAIL BULLETIN - The home of retail news
Lest we forget
Click here
Home Page
News Categories
Commentary
CX
Department Stores
Electricals and Tech
Entertainment
Fashion
Food and Drink
General Merchandise
Grocery
Health and Beauty
Home and DIY
Interviews
People Matter
Retail Business Strategy
Property
Retail Solutions
Electricals & Technology
Sports and Leisure
Christmas Ads
Shopping Centres, High Streets & Retail Parks
Uncategorized
Retail Events
People in Retail Awards 2024
THE Retail Conference
Retail Ecom North
Retail HR North 2025
Retail Omnichannel Futures 2025
Retail HR Central 2025
The Future of The High Street 2025
Retail Ecom Central
Upcoming Retail Events
Past Retail Events
Retail Insights
Retail Solutions
Advertise
About
Contact
Subscribe for free
Terms and Policies
Privacy Policy
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… View Article

GENERAL MERCHANDISE NEWS

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.”

Subscribe For Retail News