Sainsbury's Invites Kids to Say Thanks to Mum

AMV BBDO has created an integrated digital and press campaign to promote Sainsbury’s bouquets using the proposition; ‘All the little things she does deserve a big ‘thank you’.

The idea behind this campaign is to encourage members of the public to submit their personal ‘thanks’ to their mums through social media (using the hashtag #ThanksMum). The most memorable tweets will then feature in a full page press ad the day before Mother’s Day, celebrating these special mother and child relationships.

The press campaign comprises of two consecutive half pages with each execution showing a different child holding two of Sainsbury’s beautiful bouquets. Each bouquet will have a selection of appreciative personal messages surrounding it written by the child to their mother, for example: ‘When I hurt my knee you made it better’.

The digital element will focus on a call to action on the press ad, asking members of the public to send in their messages of appreciation for their mums via Twitter and Facebook, which will result in a full page press ad showing a huge bouquet with the best messages coming out of the flowers. 

The two consecutive ads will run on Wednesday and Thursday next week, with the crowd-sourced FP ad running on Saturday 29th March.