Marking a Milestone, Embracing a New Chapter
Coinciding with its 25th anniversary, beloved organic babywear brand Nature Baby partnered with Common Ground PR to spotlight Worn Again, its new ongoing circularity initiative designed to keep pre-loved garments in use and out of landfill.
The brief was twofold: honour a quarter-century of sustainable babywear, and generate fresh momentum around this next evolution of the business.
Results: Shaping the Narrative, Securing Cut-Through
We led with a business-first lens, securing in-depth features across leading business, mainstream and broadcast media - affirming Nature Baby’s position as a homegrown retail success story.
This included coverage on National Business Review, NZ Herald, Women’s Weekly, Business is Boring and Newstalk ZB.
Our strategy centred on thought leadership and founder-led storytelling, placing founders Jacob and Georgia Faull, and the Nature Baby mission, front and centre. The stories balanced the celebration of 25 years with a forward-looking lens, introducing Worn Again as a meaningful and timely next step in the brand’s evolution.
In a crowded media and retail landscape, Nature Baby’s story has resonated - proof that purpose-led businesses with staying power still cut through when the story is well told.
