Kiddicare.com, the UK's number one supplier of baby products, has launched its first UK TV advertising campaign to promote the company's online offering and new flagship store in Peterborough in a move to drive further market share in the lucrative nursery and baby market.

The six-figure campaign, which aired for the time yesterday, will run for three weeks, on selected terrestrial and satellite channels including Five, Living and ITV1.

Targeted at mums and mums-to-be, the 30-second commercials, topped up by 10-second reminders, will air during key breakfast and daytime programmes, such as GMTV, when mums will be considering their family shopping requirements and when there is a higher propensity to go online.

To support Kiddicare's online and in-store proposition, the campaign will comprise national and regional commercials.

The national programme will focus on driving brand awareness of Kiddicare.com and highlight the retailer's unique selling points, including its next-day delivery service and low price proposition.

On a regional level, the commercials will feature the new £16 milllion superstore in Peterborough, which boasts a 60,000sq ft showroom on three floors and showcases all the top nursery and baby brands.

Both sets of commercials will feature key Kiddicare partners, including Quinny, Silver Cross and Maxi Cosi, Stokke, Britax and Chicco.

Kiddicare is a family-run business, established in 1974, and is now the UK's top supplier of baby products online.

The Peterborough superstore is the largest nursery showroom of its kind in Europe and like Kiddicare.com the store incorporates new and creative technology solutions to provide customers with an efficient and hassle-free shopping experience.

Scott Weavers-Wright, partner in Kiddicare.com, said: "This is Kiddicare's first ever advertising campaign and by using television as the main communication vehicle we believe we will firmly cement the Kiddicare brand in family households across the UK."

The campaign, created and produced by Murphy Varley Advertising, combines the "on the sofa" chat show approach with the value format of the shopping channels and features Lucia Coward from the bidtv shopping channel. Furthermore, the campaign was developed following extensive customer insight research, and all TV airtime was planned and booked by Murphy Varley.

Guy Varley, the agency's creative director, said: "We are pleased with the feel of the creative, it delivers the genuine warmth and friendliness of the brand coupled with an attractive price proposition – 'we won't be beaten on price'."

Elsewhere online:
Kiddicare website - www.kiddicare.com.