Chipmunks – Firework PR puts its best foot forward

Chipmunks – Firework PR puts its best foot forward

Children’s footwear brand Chipmunks appointed Firework PR’s consumer team to raise the company’s profile across the North West region and nationally in a six month programme. Owned by Courtaulds, Chipmunks is based in Knutsford, Cheshire and provides high quality, fashionable, affordable and well fitting shoes for children between the ages of one  and seven. Chipmunks shoes are available via their website  and at major high street retailers such as Debenhams and House of Fraser.

The Brief

The campaign’s objectives were to raise the profile of the business and provide a platform for its Commercial Director, Justin Taggart, to share the brand’s growth aspirations with both the regional business audience and national trade publications. In addition, Chipmunks wanted to raise awareness of the brand and its products with parents, using regional lifestyle and national parenting titles as a channel.

Firework was also asked to make recommendations for a CSR programme for the footwear brand.

The team kicked off the programme with a news campaign around the growth strategy for the brand over the next 12 months and its international expansion plans. This was complemented by a profile raising campaign for Justin Taggart across trade and lifestyle media. The team launched a consumer press and blogger engagement programme, introducing the key national press parenting shopping and style editors to Chipmunks products. The consumer schedule included key diary dates such as ‘Back to School.’

Round RDMCC Logo with Marvin



Firework helped to raise the profile of Chipmunks as a business and its range of products across key regional business titles, tier one trade titles and the consumer media. Coverage highlights include the business story being covered in all regional business media such as:  The Manchester Evening News, North West Business Insider and The Business Desk. Children’s Wear Buyer magazine ran a profile on Chipmunks and Justin Taggart is to be profiled in Drapers Record in its regular ‘My Fashion Life’ feature.  Landmark pieces of consumer press  coverage include OK and Netmums.

Firework PR recommended Chipmunks partner with the Roald Dahl Marvellous Children’s charity. A CSR partnership was agreed and Firework announced the brand partnership with media. This story generated excellent interest with coverage appearing in the Manchester Evening News, Children’s Wear Buyer magazine and UK Fundraising.



"Firework has played a key role in helping us raise awareness of our brand, achieving regular regional and national coverage for Chipmunks. They have developed excellent relationships with our key consumer and trade media. I have really enjoyed working with the team, they have operated as an extension of ours."
Justin Taggart, Commercial Director, Chipmunks