Waitrose is to plant a flower for every ‘ThanksMum message sent as part of its integrated digital, social and experiential campaign for Mother’s Day.
Created by Manning Gottlieb OMD, the campaign sees the supermarket chain encouraging the nation to share their #ThanksMum messages in exchange for planting a flower in both a digital and real life giant blossoming Mother’s Day card at The Royal Botanic Gardens, Kew.
Customers can share their messages online and via Twitter and Facebook, once submitted they will then be able to search for their flower and tag their mum in the digital card, which has been built in partnership with Maido.
Waitrose will be promoting the initiative in-store at point of sale, in the retailer’s free in-store publication Waitrose Weekend, and via direct customer email communications, social media channels and proactive PR.
Ian Drummond of Indoor Garden Design will design and build the giant floral installation which will be unveiled to the public on Thursday 27 March. Visitors to Kew Gardens will also be able to read the message inside of the card – ‘In appreciation of mums everywhere, Happy Mother’s Day, Love form Waitrose’ – and will be encouraged to post images of themselves with the card online using the #ThanksMum hashtag.
Of the installation, Drummond said: “We all know mums are very special people. I am looking forward to using flowers that each represents a personal message to a mum to create a wonderful design that will celebrate mothers everywhere. We will start on Wednesday and work all through the night to get it ready for the Mother’s Day weekend.”
Waitrose senior manager digital communications at Waitrose, Julie Randall, added: “We have a great deal we would like to thank our mums for and this social media campaign is the perfect way for us to show our appreciation. We can’t wait for customers to get involved online and share their personal and touching messages, bringing the card to life at Kew Gardens.”
Those who post messages will also be in with the chance of winning a special treat on Mother’s Day, the real life card at Kew will be on display until 1 April.