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The campaign, which will run for the rest of the summer, is to raise awareness and encourage take-up of SMA Nutrition's Newborn Know How packs.

Developed in-house by Freeserve, the campaign features advertorial and a competition on the babyworld pregnancy page. The advertorial gives information on the Know How pack, which contains a booklet, a video and a number from which packs can be ordered.

A data-capture element is provided by the competition, in which parents can win one of 30 Little Tikes' toys. Banner ads will also run throughout the site.

"Our brief was to educate parents about SMA Nutrition, and research has shown that targeting families online is an effective means of doing so," said Jayne Tomlinson, spokeswoman for SMA Nutrition.

Babyworld has attracted advertisers such as Macleans toothpaste. Freeserve created a microsite for the Macleans Milk Teeth brand for children that included a printable 20p-off voucher and an educational question-and-answer section on dental hygiene for toddlers.

In May, Freeserve appointed Estelle Wiltshire to its in-house ad sales team as client sales manager for babyworld.