Mamas & Papas has embraced the power of storytelling in their latest, universal multi‑channel campaign. Creative studio, Buttercrumble, engaged in this project by collaborating on a range of illustrations to spark the imaginations of expectant parents everywhere.

Mamas & Papas is one of the UK’s best-loved nursery brands, renowned for their quality prams, pushchairs, baby products, furniture and maternity wear. The brand commissioned Buttercrumble — who specialise in campaigns and identities for family audiences — to help communicate the story of their latest campaign.

The campaign celebrates the launch of the innovative Strada pushchair. The name translates to “street”, to target those first‑time customers who live in cities and suburbs who perhaps have smaller living spaces and cars but don’t want to compromise on the comfort of their baby’s pushchair.

Buttercrumble helped to capture our street communities through a quirky, monochrome illustrated skyline. The illustrations were implemented as a multi-channel campaign, in‑store, on-line, and social media.