The Manchester office of Weber Shandwick has launched Cussons Mum & Me to the market on behalf of healthcare giant, PZ Cussons.

Weber Shandwick won a two way pitch to launch Cussons Mum & Me, a range of products that takes mum on the journey from bump to baby, in what is the region’s biggest PR win of 2012.

A successful launch with celebrity mother and DJ, Sara Cox, saw widespread coverage on TV, radio, press and online including Loose Women, Daily Mail and The Huffington Post with more expected in The Sun and Mother & Baby magazine.

Weber Shandwick launched Cussons Mum & Me to the consumer press with research that showed new mums, in the grip of ‘pregnancy paranoia’, are spending £86m a year on baby products that never see the light of day, simply because they are losing confidence in their own instincts.

Designed by mums and developed by experts, the Cussons Mum & Me range is a UK first that is expected to shake up the mother and baby sector.

Diana Griffiths, senior brand manager at PZ Cussons said: “As our major new product launch into a new category, it was important for us to appoint an agency that could not only help spread word about Cussons Mum & Me, but also encourage mums to trust their instincts and feel good about the mothers they are.

“With a creative campaign and strong media contacts, Weber Shandwick has already helped us make a huge impact on the market and we’re now looking forward to embarking on the next stage of the campaign.”

Jo Leah, managing director at Weber Shandwick Manchester said: “It’s real testament to our consumer team that we’ve won this high profile account, one of the biggest PR wins in the region this year.

“Following the launch of Creation last year – our brand experience offering – we’re delivering regular video production, which we believe is giving us the competitive edge that has contributed to Manchester’s most successful year start in its 15 year history.”