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Sainsbury's Invites Kids to Say Thanks to Mum

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AMV BBDO create digital campaign for mothers day

Sainsbury's Invites Kids to Say Thanks to Mum

AMV BBDO has created an integrated digital and press campaign to promote Sainsbury’s bouquets using the proposition; ‘All the little things she does deserve a big ‘thank you’.

The idea behind this campaign is to encourage members of the public to submit their personal ‘thanks’ to their mums through social media (using the hashtag #ThanksMum). The most memorable tweets will then feature in a full page press ad the day before Mother’s Day, celebrating these special mother and child relationships.

The press campaign comprises of two consecutive half pages with each execution showing a different child holding two of Sainsbury’s beautiful bouquets. Each bouquet will have a selection of appreciative personal messages surrounding it written by the child to their mother, for example: ‘When I hurt my knee you made it better’.

The digital element will focus on a call to action on the press ad, asking members of the public to send in their messages of appreciation for their mums via Twitter and Facebook, which will result in a full page press ad showing a huge bouquet with the best messages coming out of the flowers. 

The two consecutive ads will run on Wednesday and Thursday next week, with the crowd-sourced FP ad running on Saturday 29th March. 

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Genres: People

AMV BBDO, Wed, 26 Mar 2014 16:00:44 GMT