Before every Mother’s Day comes The Mother’s Day Panic. It’s an annual event marking the moment many realise Mother’s Day is fast approaching and people haven’t booked a restaurant, invited the family, organised flowers or chosen a gift.
Oh, the irony of forgetting the day dedicated to the woman who’s expected to remember everything.
So, when Block was briefed to help establish Kitchen Warehouse as a thoughtful solution to Mother’s Day gifting, one thing became clear: the most useful role the brand could play was to end The Mother’s Day Panic – and help Australia ‘REMUMBER 10.05.26’.
Says Simon Lamplough, Chief Customer Officer at Kitchen Warehouse: “REMUMBER is one idea, one date, one ask. Our customers don’t need motivation to buy Mother’s Day gifts, they need a reminder. So, with this simple idea we’re making sure they get the nudge they need to make a purchase.”
The REMUMBER campaign uses far-from-subtle mnemonics and a gathering sense of urgency to help the sons, daughters and partners of Australia avoid the last-minute servo flowers situation that has tainted Mother’s Day celebrations for too long.
Says Josh Mullens, Head of (Eastern)Block: “I’ve been there. Eleventh hour shopping and unenthused recipients are grim. Our mums deserve better.”
In the month leading up to the big day, the campaign will use radio, in-store, digital and outdoor (including a 21-poster mega-site in Melbourne) to suggest a range of gifting options, and remind us all that we should probably get a move on.
Credits
Client: Kitchen Warehouse
Chief Customer Officer: Simon Lamplough
Head of CRM & Loyalty: Justine Murphy
Creative & Stylist: Jo-Anne Pabst
Marketing Assistant: Emma Foreman
Social Media Assistant: Aaliyah Nickerson
Brand Studio: Block
Head of (Eastern)Block & Production: Josh Mullens
Senior Account Manager: Georgia Sharman
Senior Project Manager: Nicole Beer
Chief Creative Officer: Mark Braddock
Design Creative Director: David Storey
Strategic Director: Kseniya Jubber
Creative Team: Dav Tabeshfar, Katie Pelosi
Sound House: Fable
Senior Sound Designer: Nick Gallagher
Voice Actor: Nicola Bartlett
→ Read the full article on Campaign Brief
