Hutchinson Leek revamps loyalty club for Huggies

Kimberley Clark has appointed Manchester-based consultancy Hutchinson Leek to relaunch its loyalty scheme, the Huggies Mother & Baby Club, Design Week can exclusively reveal.

Kimberley Clark’s European marketing manager Sarah Langan says the fee for the loyalty club work is ‘significantly above £50 000’. Ten consultancies initially pitched before Hutchinson Leek won out on a shortlist of four.

The move coincides with the launch of the revamped website for the club, which goes live on 1 November and was redesigned by Hutchinson Leek and Code.

Code handled the programming aspects of the brief, for which it received a fee of about £100 000. The fee for work done by Hutchinson Leek was £30 000.

The Mother & Baby Club, which has more than a million members across Europe, is due to be relaunched in May next year. Hutchinson Leek’s brief is mainly concerned with content generation and print design.

Kimberley Clark is planning to send out seven direct mail shots to club members and Hutchinson Leek is designing the literature.

The consultancy is also working with RMI on finding appropriate partners for a reward scheme that is be to introduced.

The club also provides childcare advice and resources to expectant and new mothers via print material and its website, which is accessed on a registration-only basis.

Huggies relaunched its nappy packaging, designed by Coley Porter Bell, in April in a colour-coded format, with three grades of nappy – Beginnings, Freedom Baby and Adventures – branded for growing infants.

The website design needed to reflect the approach and also the brand positioning of enabling infants to ‘get the most out of their world’, Langan explains.

The consultancies won the job in June after combining forces to win a four-way pitch.