Gurgle launched last year as a joint venture between Mothercare and social networking company MediaBurn. It brings together information from parenting experts, as well as acting as an online community where parents can share experiences.
The campaign will see posters, created by St Luke's, appearing in Mothercare's 219 stores across the UK.
A registration drive will encourage parents to join up by offering the chance to win £200 in Mothercare vouchers. They will be targeted via leaflets in Mothercare's plastic bags, as well as in catalogues for Mothercare and the Early Learning Centre and in the Mothercare magazine.
Ben Gordon, chief executive of Mothercare, said: "Gurgle.com is a natural extension for Mothercare, as it leverages the expertise and authority of our brand to reach a broader spectrum of customers when they need advice most -- in their own homes.
"To now have an in-store presence for Gurgle provides a synergy that few of our competitors can offer. It provides us, as a retailer, with a chance to truly engage with our existing loyal customers on a deeper level, via a new forum -- it's the future for the retailing sector and we're proud to be blazing the trail."
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