Ocado to target mums in partnership with parent club, Bounty

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Bounty: Ocado tie up

Bounty: Ocado tie up

Ocado has signed a 12 month partnership contract with Bounty, the UK parenting club.

The agreement will see Ocado placing inserts into Bounty’s mailing and sample packs alongside sending a mailshot to Bounty’s email database, which is claimed to offer the highest coverage of the family market in the UK. This activity will deliver a significant number of touchpoints over the course of 12 months, said Bounty.

Research amongst Bounty’s 30,000 strong Word of Mum panel shows three in five mums who shop online agree online grocery shopping helps them free up some time in their busy lives, and getting babies and small children around a supermarket can be a nightmare – making online shopping a godsend.

Matt Knight, head of marketing, insight & comms at Ocado, said: “Our current activity with Bounty has performed well, so we are delighted to be able to continue and expand our working relationship with them for this year and into 2012.”

Clare Goodrham, Bounty client services director, said: “Our free to join parenting club is one of the only marketing mediums that can reach this consumer group, so we are really pleased to be extending our relationship with Ocado and continue to give great value to our mums of which we have over 2m members.”