This spring, Monkey Puzzle Day Nurseries is taking a fresh approach to how childcare is communicated with its ‘Children as Creators’ campaign. Running from April to May, the campaign moves away from traditional marketing language and instead brings learning to life through real, child-led moments. Replacing the Creative Director with in-house artists gives franchisees yet another opportunity to delight parents, inspire children and connect with local families.

At the heart of the campaign is a simple but powerful idea: letting children lead the story. Across the network, children’s artwork and early writing are being showcased in displays, marketing materials and social media content. Nurseries are also creating in-setting exhibition walls, giving parents the chance to see their child’s creativity – and development – up close in a meaningful, tangible way.

A specially designed Monkey Puzzle logo, brought to life by a child’s artwork, sits front and centre of the campaign – reinforcing the idea that the brand is shaped by the children it supports. Meanwhile, a series of ‘Through Their Eyes’ videos offers a unique perspective on nursery life – capturing everyday moments from the child’s point of view.

Together, these elements aim to help parents clearly picture their child thriving in a Monkey Puzzle setting. Managing Director Grace Cole said, “What’s so powerful about this campaign is how naturally it helps parents understand what makes our nurseries special. By sharing real, everyday moments from the children themselves, we’re able to show how learning happens in a way that feels genuine, relatable and easy for families to connect with.”

The ‘Children as Creators’ campaign has been designed with the brand’s franchisee network firmly in mind, providing a strong, ready-to-use framework. Each setting is equipped with adaptable campaign assets that reflect their own nursery environment, while still benefiting from a cohesive national message. By focusing on authentic, child-led content, the campaign naturally builds emotional connection with existing and prospective families – a key factor in choosing a nursery.

It also supports franchisees during nursery tours, offering simple ways to talk about learning and development without relying on overly technical language. In competitive local markets, this approach helps franchisees stand out by showcasing the real experience they offer.

“Importantly, shared campaign activity creates momentum across our network, reinforcing a sense of collaboration and collective growth,” added Grace.

Ultimately, the campaign is rooted in the belief that children should be at the heart of everything the brand does. For Grace, “We’ve always believed children should shape the way we talk about early years education, and this campaign brings that to life. It reflects our values as a brand, while also actively supporting our franchisees with a clear and engaging way to connect with families.

“We’re committed to giving every franchisee in our network the tools, confidence and consistency they need to stand out locally, while still benefitting from the strength of our Monkey Puzzle brand.”