Team Saatchi launches iVillage drive

Team Saatchi is targeting women by linking products such as oranges, babies' dummies and liquorice all-sorts with relevant personal lifestyle questions in its first campaign to promote the women's portal iVillage UK.

The campaign, which is relaunching the iVillage UK brand and positioning it as a source of practical information on anything a woman might want to know, is being run across Tesco publications as well as the grocer's nationwide store network.

Treatments use products such as cotton buds alongside the question "How do you get your man to actually listen?", and a pear next to "What's the quickest way to a smaller bottom?", with the strapline: "Need to know? Visit the village."

IVillage is seeking to raise its profile over handbag.com and femail.co.uk.

Running for a month, five creative treatments, written by Jenny Lewis and art directed by Mike Middleton, will appear as full-page ads in the retailer's range of publications such as Recipe Magazine, Vegetarian, Baby Club, What's New and Healthy Living. Media was handled in-house.

Executions will also appear in Tesco stores nationwide, including car park banners, window posters, on-shelf and point-of-sale material, trolley panels and video wall treatments.

The campaign, worth £1 million, is the first push of a year-long campaign.

Team Saatchi picked up the iVillage UK account in July, following a four-way pitch, from Farm which was not asked to repitch.

IVillage UK is a joint venture between the US-based iVillage.com and Tesco.

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