Birds Eye has jumped on the Mother’s Day marketing machine with the Mumometer app to demonstrate how hard Mums work throughout the year.
The brand is asking mothers to go to the Birds Eye Facebook page and answer questions such as how many hours of lost sleep, bed time stories told and meals they have served to their children.
Those ‘Mumbers’ are then presented as an infographic which they can share with their friends, “encouraging other mums to give themselves a much-deserved pat on the back”.
The app was created by Hard Hat Digital.
“Mumbers has got all the ingredients for a successful socially led campaign. It’s personal, relevant and requires minimal input from our fans,” says Hardhat’s Dan Monheit.