Babyshop

Shailesh Kumar, Marketing Manager
Mitin Chakraborty, Head of Marketing
Joana Lima, Social Media Manager
Deepali Akuula, Senior Marketing Executive
Gallagher D'souza, Senior Marketing Executive
Byron Ambat, Graphic Designer
Diana Odeh, Graphic Designer
Daniel Masilang, Animator

FP7 McCann Dubai *Lead Agency

German Espitia, Associate creative director
Sabine Haddad, Senior Copywriter
Alston D'Sa, Account Manager
Ingrid Bechara, Senior Account Manager
Melek Ourir, Strategy Manager
Mario Morby, Regional Head of Strategy
Vicky Kriplani, Business Director
Tahaab Rais, Head of strategy

Feel Productions LLC

Sandip Shivtarker, Executive Producer
Jayvee Banaag, Post Producer

Al Sayegh

Bashar Hilal, Account Director
Daniel Vyskoc, Creative director

This case is about an everyday retailer reconnecting with people's everyday need for affordable staples, or how Babyshop solved every marketer's value dilemma. Babyshop was famous for offering the best value but inflation had families feeling priced out of our shops, and out of their lifestyle. To improve price perception, and despite increasing production costs, we designed an exclusive entry-price line of 1300 essentials that offered "a lot more for less" which we released through a year-long omnichannel campaign resulting in +31pts on price perception and +8% sales.