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HomeINDUSTRY INSIGHTOur top Mother’s Day campaigns

Our top Mother’s Day campaigns

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With Mother’s Day around the corner, companies are gearing up their campaigns to celebrate mums across the country.

From supermarket retailer Countdown to popular meal kit service Hello Fresh, companies are campaigning to get you hooked this Mother’s Day.

So, what exactly are they doing?

Hello Fresh has breakfast covered

Thinking of celebrating Mother’s Day the typical way? For the special day, Hello Fresh have introduced meal kits perfect for traditional breakfast-in-bed celebrations.

Taking a dive into their archives, Hello Fresh reintroduces popular meals to order to cover breakfast, lunch and dinner perfect for the chill Sunday.

Regardless of if she prefers spicy or sweet, Hello Fresh is offering a range of meal kits to help celebrate Mother’s Day from Apple Spiced Brioche French Toast to Chorizo, Mushroom and Crumbly Cheese Shakshuka.

Read more: The grocery items Kiwis are stocking up this Christmas

“We think the best way to show your love is through good food.”

Hello Fresh is running with the campaign that the ingredients will be delivered in time and can be cooked together to celebrate Mother’s Day.

Hello fresh
Hello Fresh has got breakfast covered for Sunday.

Cook for mum with Countdown

Following suit, Countdown has introduced recipe ideas to cook up a storm to celebrate all the mum’s this Sunday.

All the recipes include Countdown’s popular breakfast ideas to surprise your mum in bed on Sunday morning.

But the recipes don’t stop there. The supermarket chain also shared dinner and dessert ideas all using ingredients that can be purchased from them.

Can’t cook? Opting for a gift? Countdown have a specialised section on their website for Mother’s Day, sharing gift ideas.

From chocolates, fragrances and flowers, Countdown has created native content to help those who don’t know how to spoil their mum.

Noel Leeming has the perfect gift

In 30-second comedic fashion, Noel Leeming have released an ad campaign to promote them as the place to go to for gifts.

The ad showcases a man with long, straight hair thanking Noel Leeming for helping find the “perfect Mother’s Day gift”, a hair straightener.

Which seems to have been used by the entire family.

“We wanted to show our customers that they can find everything they need for their Mum or Mother figure at Noel Leeming. And if they can’t, our exceptional team are always happy to help,” says Jonathan Waecker, Chief Customer and Sales Officer at The Warehouse Group.

The Mother’s Day campaign will be rolled out on TV, digital, social platforms, in-store and will be featured on Out-of-Home (OOH) ad platforms.

“Having Noel Leeming in different scenarios, always willing to go the extra mile to help customers with the best product recommendations, reflects what customers experience when they visit a Noel Leeming store,” says Shane Bradnick, Chief Creative Officer of TBWA\NZ.

Quick win with Lotto

In other hilarious ad campaigns, Lotto have just released their take on how Kiwis can celebrate Mother’s Day with Instant Kiwi.

Developed by TBWA\NZ, the 15-second ad brings very real sibling rivalry over their mother’s affection to the big screen.

Bradnick from TBWA\NZ says the ad is “fun and familiar” in the scenario when mums say they don’t want anything for Mother’s Day.

“This playful skit perfectly brings our brand positioning to life. It’s fun, inclusive and doesn’t take itself too seriously. It’s also fundamentally Kiwi, which of course is core to the Instant Kiwi brand and something TBWA\NZ have a particular knack for,” says Annemarie Browne, chief marketing officer of Lotto.

Lotto’s Mother’s Day ad campaign will be rolled out on TV, digital, social platforms, radio and will be featured on Out-of-Home (OOH) ad platforms.

Lotto is quick-witted with their Mother’s Day campaign.

Get tech smart with Country Road and Jo Mercer

In 2022, Country Road and Jo Mercer will be the first retailers to offer gift flick technology as part of their Mother’s Day offerings.

Targeting Millennial and Gen-Z audiences who stereotypically get last minute gifts, gift flick is offering a solution.

The service allows children to gift mum a personalised gift in the form of a story, like an Instagram story.

The 45-second to 1-minute-long story will provide integrated personalised message, video and a photo of the gift they have purchased from either Country Road or Jo Mercer. “Brands, retailers and their creative partners can use this ‘white label’ tech to create bespoke seasonal or evergreen customisable gift stories opening up a whole new creative channel that delivers extra value to customers,” says Helen Marsh, Co-founder and Chief Marketing Officer of gift flick.

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Bernadette is a content writer across SCG Business titles, The Register and Idealog. To get in touch with her, email bernadette.basagre@scg.net.nz