Vertbaudet, the children's retail brand, is to launch its next autumn/winter direct marketing campaign with Principles Agency.

The brand is part of The Redcats Group, the home shopping giant, and is targeted at affluent mums with young children primarily of pre-school age.

Leeds-based Principles landed the brief after a three-way pitch and a pilot project to create Vertbaudet’s spring/summer direct marketing campaign.

Campaign work will aim to drive orders through Vertbaudet's website and catalogue.

Shona Jameson, customer development manager at Redcats, said: "The agency will be managing both customer recruitment and retention for the brand.
 
“Our customers tell us that they want quality products and good value, particularly in today’s economic client. Our brand creative therefore needed to reflect their needs."

Helen North, account director at Principles, added: "We have devised a number of distinct mailing campaigns that reinforce the brand’s ethos of putting children at the centre of the brand. The stunning photography adds huge personality to an already attractive brand.

"We’ve combined all of the brand personalities under the ‘Very Vertbaudet’ strap line, giving it an exclusive feel.”