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. 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.
Print advertisement created by BBDO, United Kingdom for Sainsbury's, within the category: Retail Services.
Creative Directors: Mike Durban, Tony Strong
Copywriter: Tim Riley
Art Director: Adam Whitaker
Agency Planner: Imogen Peck
Agency Account Man: Hannah Penn, Imogen White-Thomson
Agency Producer: Katie Callaghan
Media Agency: PHD
Media Planner: Chris Magniac
Production Company: Burnham Niker
Photographer: Henrik Knudsen