Challenge

When one of New England's leading supermarket chains, Shaw's, looked to launch a magazine for parents of children newborn-age 5, they contacted King Fish to partner on all aspects of the magazine deliverables.

Solution

• Quarterly magazine, Saving Sampler, Baby Steps booklet series, website, in-store signage, and mom's testimonial video

Content

The core of ducklings reflects the same core values of Shaw's: a little help along the way. The magazine provides new families valuable information and savings, delivered in a warm, big-sisterly tone.

Success

At program launch, Catherine Thomason, Shaw's ducklings' Program Manager, commented, "We are thrilled by the quality of the piece as a whole. It has met and exceeded our expectations. King Fish has established an excellent reputation at Shaw's with this first project."

In 2006, the ducklings program was rolled out nationally by Shaw’s parent company, Albertsons (www.albertsons.com), and now reaches over 1.2 million mothers quarterly.

For our work on the ducklings program, King Fish received the Gold prize for “Best Marketing and Multimedia Campaign” at the 2006 Pearl Awards (sponsored by the Custom Publishing council).