The range is built up in stages rather than concentrating on ages as each child develops at different times. Through the campaign, Jumbo aims to increase awareness of the firm to the entry-level puzzler, as well as build the reputation of Grow with Jumbo and its educational benefits.
As such, the campaign will incorporate PR, sampling, retail activity and, central to the programme, Jumbo has focused on activity in nurseries and schools through the National Schools Partnership.
Marketing manager, Kirstie Oliver, explains: “The Grow with Jumbo campaign has got off to a great start and we are really excited about teaming up with schools and nurseries to give children, parents and teachers a chance to interact with our puzzles.
“We have already had very positive feedback from retailers and are looking forward to seeing the campaign develop.”
National Schools Partnership
The firm is increasing awareness for Grow with Jumbo among teachers, parents and children, through work with the National Schools Partnership, which started with over 1,000 schools and nurseries taking part.
The National Schools Partnership will develop three lesson plans, which use concepts from the Grow with Jumbo range to target National Curriculum objectives and will also provide white board games for a truly interactive classroom experience.
Parents of the 30,000 children in the participating schools will receive an educational booklet about the range, supported by comment from Dr Gareth Moore on the benefits of puzzling for children’s development. The booklet will also include a money off coupon for Grow with Jumbo puzzles which will be redeemable at Sainsbury’s, Amazon and Wilkinson.
The company has designed a dedicated microsite (www.growwithjumbo.com) for the Grow with Jumbo range, which is due to launch in September to support the National Schools Partnership activity. The ‘Teachers’ area of the site will offer lesson plans and learning resources such as work sheets and games to play, while the family section will offer an overview of the games and how puzzling can help a child’s development.
There will also be two games for children, based around the Noah’s Ark and Transport puzzles within the range. Much like the puzzles themselves, the online games will have varying degrees of difficulty and families can download a reward certificate once a stage is completed.
Jumbo will distribute the same eight-page leaflet that is being sent out to parents at participating nurseries, in leading parenting press.
These will include the coupon redemption for money off the products.
The Grow with Jumbo activity will be supported by a comprehensive PR campaign promoting the range of puzzles to key parenting, women’s and online media.
This will encompass general product placement, gift guides and competitions, with coverage already secured in popular parenting title, Mother & Baby. The PR campaign will also look to target educational and nursery titles focusing on highlighting the educational benefits of puzzling for young children.