How Sainsbury’s and PHD used newsbrands strategically to remind families to make mum a treat on Mother's Day.
According to Sainsbury's research conducted by NetMums, 80% of mums spend a substantial proportion of Mother’s Day cooking and washing up, while only 9% have ever had a meal cooked for them by a family member on the day. Not only this, but most Mums consider their Mother's Day to be over by 10.22am. These insights didn't just lead the media strategy for Sainsbury's Mother's Day campaign, but actually influenced what products were featured.
A recipe encouraging dads and kids to put a little twist on normal pancakes was 'hidden' within predominantly male environments in the Friday and Saturday newspapers prior to Mother's Day. Breakfast and brunch were focused on so that Sainsbury's could make a difference while mums were still feeling special. A cross platform newsbrand presence amplified the message for maximum impact.
The campaign successfully managed to minimise mums' exposure to the campaign and, more importantly, inspired dads and kids to cook pancakes with a twist.