Waitrose Asks the UK to Say ‘Thank Kew Mum’

Consumers in the UK are being encouraged to say #ThanksMum via their Facebook and Twitter accounts as part of a unique interactive campaign for Waitrose and Mother’s Day (Sunday 30 March).

For every post left at the dedicated website, a flower will be planted digitally and in real life to form a giant blossoming Mother’s Day card at London’s Kew Gardens.

Participants in the campaign, created by media agency Manning Gottleib OMD, can view the e-card, built in partnership with boutique digital agency, Maido, and search for their individual flower online. They also have the chance to win a special Mother’s Day treat.

The giant floral installation, designed and built by Ian Drummond of Indoor Garden Design, will be unveiled to the public on Thursday 27 March. It will measure just under 4m high by 2m wide and all flowers will be sourced from Fairtrade growers.

Drummond previously created Britain’s Biggest Bouquet as well as displays for London Fashion Week and Somerset House. The partnership with Kew was handled by MGOMD’s Fuse Sport + Entertainment division.

Visitors to Kew will find a message in the card, reading: “In appreciation of mums everywhere, Happy Mother's Day, Love from Waitrose”.

They will also be encouraged to post images of themselves with the giant card online using the #ThanksMum hashtag.

Drummond says: “We all know mums are very special people. I am looking forward to using flowers that each represents a personal message to a mum to create a wonderful design that will celebrate mothers everywhere.”

Julie Randall, senior manager of digital communications at Waitrose, adds: “We can’t wait for customers to get involved online and share their personal and touching messages, bringing the card to life at Kew Gardens.”

The floral display will be at Kew Gardens from March 27 – April 1.

To leave your personal message, visit Waitrose Thanks Mum.