The programme was developed in 1998 after research found that first time mothers lacked confidence and sought advice from books and magazines. The aim of littleones is to help provide tailored offers about products available in Sainsburys.
Jonathan Latham, senior direct marketing manager at Sainsbury's, said: "Sainsbury's is trying to identify where people are in their lifestyles and inform them about appropriate offers for them. Through this programme we can develop specific offers and vouchers and promotions for this market."
The acquisition drive, through Sainsbury's below-the-line agency Proximity London, comprises direct mail to bought-in lists, backed by inserts and ads in specialist mother and baby magazines.
The campaign's creative uses the alphabet to run through a list of common baby problems followed by the appropriate solution to highlight Sainsbury's as providing the A-Z of babycare.
Latham added: "The campaign aims to raise awareness of Sainsbury's littleones as a source of information for parents as well as continuing to deliver excellent service in a fast changing and competitive market."
The campaign breaks this week and runs until March.
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