For the first time in 20 years, the shoe company will air a national TV ad in an attempt to tap into young mothers' nostalgia and to link the 91-year-old brand to the tradition of watching "A Charlie
Brown Christmas."
On Tuesday night, when the popular holiday cartoon airs on ABC, Stride Rite's spot will highlight different life stages mothers watch their children go through and the
shoes that go with them from birth to the first day of school.
In addition to the 30-second commercial, the campaign also includes social media outreach, in-store marketing and print
advertisements. Print ads will also run in
Parenting Early Years magazine. The campaign, which was created internally, is estimated to cost $500,000.
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