Yummy Mummies

Who are they?

The past few years have seen the rise of the 'Yummy Mummy' - an extremely lucrative market, worth approximately £670 million per year to advertisers.
 
Typically older mothers, who have established a successful career before embarking on a family, they are influenced by the celebrity mother culture, and are willing to spend significant money on themselves, as well as insisting on the highest quality goods for their family.
 
For the 'Yummy Mummies' Audience Solution, we have defined this tribe as:
  • Female
  • AB
  • Children under 10 years
  • Agree with the statement 'I look after my appearance, my image'

Find out more...

To discuss how this opportunity can work for your brand, please call our sales team on 020 7478 2200

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Why use outdoor to target Yummy Mummies?

Outdoor is the ideal medium to reach the Yummy Mummy as they spend the majority of their day out-of-home.  According to TGI they are 19% less likely than all women to agree with the statement 'I enjoy spending a lot of free time at home'.  Our Audience Solution to target the Yummy Mummy has been devised around two high frequency outdoor activities:

  • Shopping
  • The nursery/ primary school run


Part 1: The Nursery/ Primary School Run


A key part of the Yummy Mummy's daily routine is travelling to and from nursery or primary school.  Our campaign planning department has identified residential hotspots for this tribe, and then selected 370 x 6 Sheets within 300m proximity to the best nurseries and primary schools* within the area.

Part 2: Shopping

According to TGI, a Yummy Mummy is more than twice as likely to frequently visit a department store, more than three times as likely to frequently visit major shopping centres and 70% more likely than the average woman to frequently shop at Sainsbury's.  We have therefore created a campaign combining panels at all three environments.
 

Sainsbury's POS 6 Sheets


Clear Channel has identified the top 100 Sainsbury's stores within our portfolio that attract a higher than average proportion of upmarket female shoppers with children aged 1- 10 and is offering 200 x 6 Sheet panels outside these stores across the UK.

 

Shopping Mall 6 Sheets

We have identified 182 x 6 Sheet panels within 40 hand-selected malls across the UK.  These malls are the top Trevor Woods ranked malls, they attract a higher socio-demographic, are in affluent locations and contain relevant retailers such as Baby Gap, Mothercare, Disney Store and the Early Learning Centre. In addition, the package contains 38 x digital 6 Sheets at 4 top malls.

High Street 6 Sheets

We have identified 500 x 6 Sheet panels within 300m proximity to department stores.

 
Using this Audience Solution, advertisers are able to build a consistent brand message across multiple touchpoints, reaching the Yummy Mummy when she is in a relevant environment and susceptible to the advertising message.  Please contact our sales team on 0207 478 2200 for more information.
 
*The nurseries were selected according to the latest Ofsted report and the primary schools were selected using the Sunday Times Top Primary Schools list