American-born baby lifestyle brand Munchkin has appointed Smoking Gun to handle its UK PR, influencer and social media campaign strategy and implementation.

The Manchester agency, which scooped two global awards for excellence in measurement and evaluation at the 2019 AMEC Awards, will support the brand on consumer PR, social media strategy, and larger campaigns to support NPD, after it was appointed following a competitive three-way pitch.

Headquartered in California, Munchkin has been providing parents with innovative products for babies and toddlers, such as cups, utensils and milkmakers, for more than 25 years.

Munchkin, which strives to make the lives of parents easier and more enjoyable by ‘thinking of the little things’, has products available to buy in more than 45 countries worldwide, and is now on a mission to become the world’s most loved baby lifestyle brand.

As part of the new partnership, Smoking Gun will be tasked with looking after Munchkin’s UK division.

Diana Griffiths, Marketing Director EMEA at Munchkin, said: “Smoking Gun has vast experience not only in consumer PR and social first campaigns, but in the parenting market especially. We were immediately impressed by their credentials, energy and understanding of our brief and where we want to be.

“The Smoking Gun team understood who we are and what we stand for straight away, and we’re very excited for the future ahead with them.”

Smoking Gun’s managing director, Rick Guttridge, said: “We’re delighted to welcome Munchkin on board at what is an exciting time both for them and us.

“Our wealth of experience and expertise in the parenting sector, combined with Munchkin’s ambitious plans, creates the perfect opportunity for us to deliver brilliant, impactful work together.

“As a parent of four myself, and with parents of babies and toddlers in our team, Munchkin’s ethos of making parents’ lives easier by thinking of the ‘little things’ is one we certainly identify with.”

Munchkin was founded in Los Angeles in 1990, and has since grown to seven offices worldwide, and scooped an impressive 180 product awards.


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