Tommee Tippee “It Takes Two, Baby” Uses OOH to Reach UK Parents

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Tommee Tippee Brings “It Takes Two, Baby” Into Everyday Parent Journeys

Tommee Tippee, the global parent care brand, has appointed JAA to support its latest UK product campaign, “It Takes Two, Baby.”

The campaign is designed to connect with parents across the moments and media environments that matter most to them, combining broad visibility with channels that can offer more detailed, useful and personal engagement.

Rather than relying on one advertising format, JAA developed an integrated strategy spanning out-of-home advertising , connected TV, podcasts and influencer activity.

The result is a campaign built around the realities of modern parenthood: people move between physical environments, streaming platforms, social creators and audio content throughout the day, so the media plan follows that behavior instead of treating each channel separately.

OOH Gives the Campaign Everyday Visibility

Outdoor advertising plays an important role in the strategy because it allows Tommee Tippee to appear in high-frequency environments where parents are already moving through their daily routines.

The supplied campaign executions show the brand using street furniture and retail-adjacent OOH placements to introduce products with simple, direct creative built around practical feeding challenges.

The line “It takes two, baby” gives the campaign a memorable platform while the product messaging focuses on reducing uncertainty for parents.

The execution is designed to communicate the product idea quickly. Instead of loading the poster with technical information, Tommee Tippee emphasizes a simple proposition: one kit, two teats and less guesswork when trying to find an option a baby will accept.

The Campaign Supports Multiple Parent Care Products

“It Takes Two, Baby” supports several Tommee Tippee products intended to make feeding and caring for a baby easier.

These include the Tommee Tippee PrepGo UV Flask, the brand’s breast pump range and feeding products such as the Perfect Latch Trial Kit.

The campaign therefore works as more than a single-product launch. It reinforces Tommee Tippee’s wider position as a parent care brand offering practical solutions across different parts of the parenting journey.

Product Education Becomes Part of the Outdoor Creative

One of the strongest aspects of the OOH work is that the creative does not depend only on brand recognition.

The posters give parents a reason to understand why the product exists.

One execution highlights the difficulty parents can experience when finding a bottle their baby accepts, then positions the Perfect Latch Trial Kit as a way to simplify that trial process.

This problem-and-solution approach is especially useful in outdoor advertising because it creates an immediate reason to pay attention. The audience can understand the challenge, product and benefit in only a few seconds.

For brands that need to combine awareness with simple product education, Local OOH can help identify outdoor formats and placements that put the message in front of audiences during relevant everyday journeys.

JAA Builds the Strategy Around Parents, Not Individual Channels

JAA’s media strategy extends beyond outdoor advertising into CTV, podcasts and influencer activity.

The planning reflects the idea that parents do not experience media in isolated channel silos. Someone may see an outdoor advertisement while shopping or commuting, watch streaming content later in the day, listen to a parenting podcast and then encounter a product through a trusted creator.

Instead of asking one channel to do everything, the campaign gives different media environments different roles.

OOH provides broad visibility and repeated public exposure . CTV can add richer storytelling. Podcasts create more time for relevant conversations, while creators can demonstrate products through personal experience.

Parenting Podcasts Add Context and Trust

The campaign includes parenting podcasts such as NearlyParents, Is It Normal?, Secret Lives of Dads and Happy Mum.

These environments offer something outdoor media cannot provide on its own: time.

A billboard has seconds to communicate. A podcast can provide a longer discussion around parenting experiences, product needs and the realities families face.

Used together, the channels can reinforce the same campaign while serving very different communication objectives.

Influencer Sampling Extends the Product Experience

Influencer sampling is also scheduled during September and October, placing Tommee Tippee products directly into the hands of parenting creators.

This adds another layer to the strategy because the campaign moves from seeing the product to seeing someone use or discuss it.

For products connected to parenting and baby care, that kind of demonstration can help audiences understand how an item fits into everyday routines.

Bus Shelter OOH Brings the Campaign Into Daily Movement

The supplied bus shelter execution shows how the same visual system can be adapted to a street-level OOH format .

The campaign keeps the dominant product image, short headline and clear call to action while appearing directly alongside pedestrian and road traffic.

Useful, Relevant and Authentic Media

Tommee Tippee Senior Brand Manager Jemima James explained that parents today are navigating an enormous amount of information, advice and choice.

That creates an important media challenge. Brands need visibility, but they also need to show up in environments and moments that feel genuinely relevant to families.

For Tommee Tippee, the role of media is therefore not simply to maximize exposure. It is to connect products and support with parents at moments when those messages have practical relevance.

Understanding the Full Media Life of Parents

JAA Account Director Olivia Collins described the strategy around the idea that parents’ media lives do not sit neatly within individual channels.

Data and insight are used to understand where parents are, what they are engaging with and how different environments can reinforce one another.

That is why the campaign stretches from podcasts and creators to OOH and CTV.

The objective is not simply to be present in many places. It is to select places and moments that make sense within the audience’s real behavior.

Why OOH Matters in a Multichannel Parenting Campaign

OOH has a particularly useful role in this kind of strategy because it connects digital and content-led media with the physical world.

Parents may hear a product discussed in a podcast or see a creator demonstrate it online, but an outdoor execution adds another layer of recognition when the same brand appears during shopping, commuting or other everyday activities.

That repeated presence can make the campaign feel larger and more established than any individual media placement.

What Brands Can Learn From the Tommee Tippee Campaign

• Plan around audience behavior rather than channels. Parents move between physical, streaming, audio and social environments throughout the day.
• Use OOH for fast product understanding. Short headlines, strong product imagery and a clear benefit allow the message to work quickly.
• Connect awareness with deeper media. Outdoor can create recognition while podcasts, CTV and creators provide additional explanation and context.
• Place products in relevant moments. Retail and street-level environments can make practical parent care products feel connected to real routines.
• Keep the creative system consistent. Repeating the same headline, imagery and product proposition helps the campaign remain recognizable across different formats.

Final Reflection: OOH as Part of a Connected Parent Journey

Tommee Tippee’s “It Takes Two, Baby” campaign demonstrates how outdoor advertising can operate as one part of a broader media ecosystem rather than as an isolated awareness channel.

The OOH work delivers simple, high-visibility product messages in public environments, while CTV, podcasts and influencer activity provide additional opportunities to build context, trust and product understanding.

For brands targeting audiences whose media behavior stretches across many environments, the campaign provides a useful model: understand where people actually spend their time, then give each channel a clear role within the wider journey.

From billboards, street furniture, transit advertising, retail-area media and DOOH, Local OOH helps brands find placements that make campaigns visible, relevant and memorable in the markets that matter.

Ready to plan your next outdoor campaign? Contact Local OOH to explore the formats and locations that can help bring your strategy into the real world.