Launched by Rachel Bradbury in 2010 to fulfill a gap within the luxury nursery furniture market.
Custard & Crumble (C&C) media has developed organically from the C&C brand gifting into The Portland, and later switching to a gift bag with brand partners for Harley Street Clinics.
It then moved to earlier private scan distribution and has grown with the popularity of private scans & success of partner marketing programs.
Custard & Crumble provides a Gift Bag (min. value of £8)
Reach 2021: 145,100 gift packs.
Coverage: 22% of the prenatal audience.
Distribution: 129 private scanning unit partners.
Timing: 1st scan post 12 weeks (av. 19 weeks).
Profile: ABC1C2 skew.
Consumers: 100% prenatal mums,
Also Present: 90% bring dad, 60% bring grandparents.
Age: Average 30 years old.
Life Stage: Average 19 weeks (12-32 weeks).
MAM has grown 23%-43% YOY since sampling and including content & advertising within ‘My Custard Journal’ (from Sept 2017).
Achieving the most vigorous brand growth in our market.
To which MAM quotes:
‘’The sampling program we have with Custard & Crumble has played a huge part in our continued success...with our brand seeing the highest growth. The sampling strategy and audience we have is of such high quality and extremely targeted. We love working with such a great team” - From MAM UK
Over time MAM have also been able to look at long term customer loyalty:
“We are very conﬁdent that the sampling with C&C has had a direct impact on our success. We have carried out further research revealing that a high number of our loyal MAM users are those who ﬁrst received a MAM sample while pregnant through our campaign with C&C’’. From MAM UK
Overall feedback: we continually ask recipients for feedback. Using Survey Monkey, we check on satisfaction levels constantly, tweaking, adapting and working with our scanning unit partners to further develop our Gift Packs in line with our audience’s needs.
My Custard Journal puts brands within parents personal Journey. Brands can sponsor relevant content or notes pages, to support and be part of the consumer journey.
Be Present. Be Helpful. Be Understood... Be Chosen.
We have a collection of research on print effectiveness, which we can share. With print more scarce than ever today, our own research reinforces why all our long-term print partners have been achieving brand growth.
We ask what information parents want. The most frequent request was for Buggy information and adverts. We therefore created ;Cream of Buggies', a guide to choosing the best travel system for your needs.
We are really proud of the only buggy Checklist, explaining all the various elements to look for when out shopping!
‘’The sampling programme we have with Custard & Crumble has played a huge part in our continued success... with our brand seeing the highest growth. The sampling strategy and audience we have is of such high quality and extremely targeted. We love working with such a great team” - From MAM UK
We hope that you can join Rachel and I, to further the joy Custard & Crumble is bringing to parents-to-be, in turn growing your brand.
Feel free to give me a call to discuss the various options.
This insightful video by Les Binet uses multiple case study data to show 60% of budget should be spent on Brand Building – even in the digital age.
It is 1 hour well spent to get the marketing creative juices flowing.