Mother’s Day 2023—how McCain Foods, Walmart and other brands are honoring moms
Brands are honoring moms this year with a mix of emotional and practical initiatives.
Kass
With nearly 9 in 10 consumers (88%) saying they will celebrate Mother’s Day, according to Numerator data, brands have been getting a headstart on gift guides and giveaways. Below, see a selection of this year’s campaigns, ranging from retailers such as Walmart to gym brands such as Orangetheory.
McCain Foods Canada
According to a recent study, 84% of Canadian moms say that when they’re together with their family, the person taking the photos most often is them. Rethink’s campaign for McCain Foods aimed to change that—by hiring an award-winning photojournalist to capture candid photos of real moms with their families in their homes. The results are emotional, to say the least.
“A mom’s endless day-to-day efforts are all in service of bringing the family together. This Mother’s Day, we wanted to find a way to meaningfully celebrate these moms that bring us together,” says Matt Kohler, managing director, Canada retail at McCain. “A family photo can be such a simple gesture, but it can mean the world to these moms. So we’re calling on partners, kids, friends and family to put mom in the picture this Mother’s Day, and show her how much she truly means.”
Walmart
Walmart’s “Mother of All Savings Memberships” campaign will give away 20,000 one-year Walmart+ memberships to new mothers. The campaign includes TV commercials from Deutsch LA featuring celebrity moms such as rapper Cardi B, actress Stephanie Beatriz, comedian Janelle James and actress Jenny Slate. The initiative is a partnership with the Pampers Hospital Gift Program, which provides a gift bag for patients who have recently delivered a baby.
Teleflora
The floral delivery service is showcasing the emotional journey of motherhood in a new video, “The Hardest Part: A Teleflora Love Story.” The project is an extension of Teleflora’s overarching “Love Out Loud” brand platform. The campaign will run on YouTube, Facebook, Instagram and TikTok, connected TV, digital and mobile. It was developed by The Wonderful Company’s in-house creative team at Wonderful Agency.
Orangetheory Fitness
A study by Orangetheory in the U.S. revealed 54% of moms believe Mother's Day is more stressful than an average Sunday—and 82% of moms said they would enjoy Mother's Day more if they had the next day for themselves. So, Orangetheory wants to give them just that—declaring Monday, May 15, as “Mother’s Other Day.”
The company is giving its employees a paid day off, and participating Orangetheory studios nationwide will offer new and existing members a free class so that moms can take at least 60 minutes for themselves that day. Golden Globe winner and new mom Gina Rodriguez is championing the “Mother's Other Day” movement and is calling on other companies to pledge their support. Daily Harvest, Stitch Fix and Lululemon have done so.
DoorDash
DoorDash’s “Kid Currency” campaign from Gut Los Angeles will allow kids to buy flowers for Mom with something other than cash. On Friday and Saturday, DoorDash will host an online “Flower Auction” (promoted on social media) where the only accepted currency is things kids have access to—basically anything they have on hand. DoorDash will randomly select 400 entries to receive a promo code for $75 off to use in the DoorDash app on an order of flowers.
NHL
Created with the NHL’s creative agency Highdive, this spot features a montage showing five NHL moms joining in their sons’ Stanley Cup championship celebrations.
‘He Gets Us’
The long-running “He Gets Us” campaign promoting Jesus just released a new spot in the lead-up to Mother’s Day. Called “Unconditional,” the ad focuses on mothers’ love for their children—and the love of families in general. “Jesus loved without limits, too,” says the copy at the end. The agency Lerma/ created the work.
