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NHL Creative Works Brand Strategy

5 moving Mother’s Day campaigns, from the NHL to DoorDash

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By Audrey Kemp, LA Reporter

May 12, 2023 | 7 min read

One Sunday out of the year is devoted to honoring mothers everywhere. From bouquets of pastries to flowers that all kids can afford, here are five touching campaigns that show moms some much-deserved love.

family eating KFC chicken nuggets

KFC is offering deserving moms free chicken nuggets for Mother's Day / Credit: KFC

NHL salutes the bond between hockey mom & champion son

Behind every Stanley Cup champion is a supportive and selfless hockey mom. She often wakes at early hours, drives to faraway rinks, washes uniforms and mends injuries.

A special Mother’s Day spot from the National Hockey League (NHL) honors the sacrifices that hockey moms make make to help their children achieve success, through a montage of proud mothers as they watch their sons hoist the coveted trophy.

Developed in partnership with creative agency Highdive, the spot airs from May 12 to May 15, during playoffs broadcasts this weekend (on ESPN and TNT in the US and on Sportsnet and CBC in Canada).

Doordash exchanges bouquets for ‘Kid Currency’

Oftentimes, moms buy themselves flowers and gifts on Mother’s Day because their kids are strapped for cash. A new campaign from DoorDash and creative indie agency GUT Los Angeles helps kids get their moms flowers in exchange for “kid currency,” defined as anything kids have – like doll shoes, blocks and even earthworms.

From May 12 to May 13, DoorDash is hosting an online ‘Flower Auction’ across Instagram, TikTok and Twitter, where parents can submit a photo of their child’s ‘bid,’ with the hashtags #KidCurrency and #Sweepstakes. DoorDash will then randomly select 400 entries to receive a promo code for $75 off to use in the DoorDash app on an order of flowers, which will be delivered straight to the mother’s door.

Teleflora addresses the ultimate challenge of motherhood in ‘The Hardest Part’

“The hardest part isn’t about letting you grow – it’s letting you go.”

Such is the tear-jerking message of a Mother’s Day ad campaign from floral delivery brand Teleflora. The film follows the journey of mothers, as they help their children grow from babies into adults. All the while, they must come to terms with the inevitable parting of ways.

The spot encourages adult children to reassure their mothers that they will never truly leave their side. The spot was created in partnership with The Wonderful Agency.

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KFC gives moms free chicken nuggets (and Mother’s Day cards)

family eating KFC chicken nuggets

On Mother’s Day, it’s important to spoil your mom with whatever she wants – and sometimes that’s chicken nuggets. A Mother's Day promotion from fried chicken fast-food chain KFC will give families a free 12-piece of KFC Nuggets, as well as a downloadable Mother’s Day card, with the online purchase of a KFC Nuggets of Appreciation meal between May 10 and May 14.

“Moms love their little nuggets – both their kids and their fried chicken,” Nick Chavez, chief marketing officer of KFC US, said in a statement. “The KFC Nuggets of Appreciation meal makes it easy for her to enjoy both with a meal the whole family will love this Mother’s Day. With new KFC Nuggets included for free, it’s KFC’s way of showing appreciation for moms everywhere.”

Pillsbury bakes ‘Brunch Bouquets’ for Mother’s Day

bouquet of Pillsbury pastries

A Mother’s Day effort from Pillsbury poses the age-old question: “How about some sweets for the sweet?“ In Miami, the pastry brand created two different assortments of its Cinnamon Rolls, Biscuits and Crescent Rolls: The Doughboy’s Simply Sweet Brunch Bouquet and The Doughboy’s Chocolate Dipped Delights Brunch Bouquet.

The limited-supply bouquets are available for pre-order from black-owned restaurant Chick’N Jones via DoorDash for $20 each, while the delivery and pick-up orders will be fulfilled on Mother’s Day, Sunday, May 14, from 12 p.m. to 8 p.m.

An easy-to-follow DIY guide at Pillsbury.com/BrunchBouquet is available for those outside of Miami.

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