Our Work

Tu Sainsbury’s – #9MonthsIn9MonthsOut Campaign


How do we showcase Tu as the one stop shop for all things baby and maternity, and help them stand out from key competitors

Whilst directing customers to the product was key, our main challenge was showcasing Tu as a brand that supports Mums through their whole pregnancy journey, from bump, to baby and beyond.


We identified the burgeoning Instagram trend where mums and mums-to-be shared and celebrated their pregnancy and postpartum bodies under the #9monthsin9monthsout.

To create a genuine space for Sainsbury’s to be part of and amplify the conversation, we created a campaign that celebrated this movement – by launching the ‘9 months in, 9 months out’ Tu edit.

To launch the campaign we worked with Ashley James, the celebrity mum and mental health campaigner, known for her honest and authentic voice on all things parenting. She curated and launched the bespoke edit of clothing for all women to look and feel good whatever stage they are at in their journey.

We ran research to support the edit which revealed how UK mums struggled to feel confident throughout their pregnancy journeys, and to adapt to their changing bodies. At launch, we created a robust suite of assets – photography from the launch shoot, data and interviews with Ashley – to bring the story to life for mums. Alongside this we ran a social campaign, where Ashley engaged with her community in a Q&A to get real insights with mums and offer advice. 

At launch the majority of the edit sold out and we received positive engagement from the community. Thanks to this we extended the summer edit into autumn/winter collection and secured a front page exclusive with Reach PLC to highlight the message around the campaign.


The campaign, with Ashley’s honest voice leading it, led to our community opening up and sharing their own stories around their pregnancy bodies and journeys via social – creating an even greater pool of voices for the #9monthsin9monthsout conversation. We saw real engagement from our community, alongside the increased demand in Tu’s offering for mums. The campaign delivered hero pieces of coverage including the front page of Notebook, and features across OK!, Hello, Sunday Mirror, New Magazine, Daily Mail, and Mother & Baby.


Our first edit saw babywear become the most successful category for Tu, with the market share of the category growing considerably.

Items in Ashley’s edits sold-out, and the maternity pages and full Baby Edit received huge uplifts in online traffic across both seasons. 

Testament to the impact the campaigns and subsequent movement had on Tu, we have launched a new campaign with Ashley focused on raising awareness around bump etiquette to combat bump shaming. 

If you’re interested in creating a movement around your brand, get in touch.

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