Underwired will work alongside Start-rite's advertising agency Mustoes. The aim is to drive more traffic to Start-rite's brand , which offers information about childrens' footwear needs and where the shoes can be bought.
David Attwood, sales and marketing director at Start-rite, said: "This campaign is a new direction for Start-rite and perfect for delivering advice to new parents who are hungry for information."
Planning for the programme will be headed by Underwired's planning director Lazar Dzamic, who has worked on online projects for Tesco, the AA and Mini prior to joining the agency.
"Advice on how to protect vulnerable babies' and toddlers' feet is certainly something that can't be pushed on parents through mass commercial communications," Dzamic said.
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