Before every Mother’s Day comes The Mother’s Day Panic. It’s an annual event marking the moment people realise Mother’s Day is fast approaching and restaurants haven’t been booked, flowers haven’t been organised and no gifts have been purchased.
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’.
“’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,” said chief customer officer at Kitchen Warehouse, Simon Lamplough.
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.
“I’ve been there. Eleventh hour shopping and unenthused recipients are grim. Our mums deserve better,” said head of (eastern)Block, Josh Mullens.
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
