Mother’s Day 2021.

Casual Dining DIGITAL ACTIVITY

The headline ‘Mamma Moments’ on ASK Italian’s homepage immediately captured the restaurant’s casual tone of voice. DIGITAL ACTIVITY DIGITAL ACTIVITY The site was full of tempting imagery of the brand’s menu items, aimed at enticing customers into making a takeaway order for Mother’s Day, which included a free dessert for all mothers.

On social media, ASK offered £10 extra free on every eGift card top-up of £40 or more, with users simply having to input the code ‘MAMMA40’ when they ordered. DIGITAL ACTIVITY DIGITAL ACTIVITY

Bistrot Pierre’s ‘Bistrot Boxes’ were once again front and centre of the brand’s campaign, this time for Mother’s Day. Customers could order a four-course box for two at £45 or opt for the family box at £75. DIGITAL ACTIVITY

Its website included step-by-step instructions detailing exactly how to order the meal, whilst followers on social media could win a box by sharing a post and which, in turn, “Cute, simple illustrations on Bistrot drove engagement. Pierre’s website were distinctly French in their style, and honed in on the Across all of the brand’s digital brand’s family values.” activity, it combined imagery of its menu items with a playful, simplistic Natalie Somerville illustration showing a small child with Strategy & Creative Director its mother, dotted with floral graphics. DIGITAL ACTIVITY DIGITAL ACTIVITY

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The ‘Treat Generator’ had a little fun with Mother’s Day gifting as it suggested presents based on mum’s birth month and number of children. DIGITAL ACTIVITY DIGITAL ACTIVITY

The brand also provided a little extra value, encouraging kids to make their own cards for the occasion by offering instructions on how to do so.

The entire campaign was underpinned by a red and pink colour scheme alongside ample heart and floral imagery, bringing to mind themes of love and happiness. DIGITAL ACTIVITY DIGITAL ACTIVITY

With its locations closed, Browns encouraged customers to plan ahead with their Mother’s Day present ideas and made gift cards a central feature of its website. DIGITAL ACTIVITY

A competition on social media offered followers the chance to win a Hendrick’s Tea Set, simply by getting them to nominate the person they would like to receive it. DIGITAL ACTIVITY DIGITAL ACTIVITY

There was a real sense of calm and gentleness to Caffé Concerto’s Mother’s Day campaign in 2021, due in no small part to the soft pink colour scheme that dominated the brand’s DIGITAL ACTIVITY website and social media pages.

Stunning product imagery helped to draw customers in, as did promotions for its afternoon tea set, now available for home delivery. “Caffé Concerto’s customisable Mother’s Day cakes made the ideal gift, Caffé Concerto also used a striking and the brand was careful to highlight website banner to showcase the its home delivery options for those who special collection of different couldn’t make it to a store.” products put together for the occasion, including a customisable Claire Roshanzamir Strategy & Creative Director Mother’s Day Cake. DIGITAL ACTIVITY DIGITAL ACTIVITY

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Encouraging customers to treat their mothers to ‘Her Costa, Her Way’, the brand advertised an offer of £5 extra, free with every £20 gift card purchase across its website and social media DIGITAL ACTIVITY pages.

On the latter in particular, Costa relied on short, conversational messaging and beautifully shot lifestyle imagery that incorporated key products such as its at-home range and Costa Express machines. DIGITAL ACTIVITY DIGITAL ACTIVITY

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Customers looking to treat mum for Mother’s Day were presented with several choices at , from experiences to gift cards and even the opportunity to win flowers over on its DIGITAL ACTIVITY social media channels.

The use of such bright, colourful imagery gave a distinct ‘spring-time’ feel to the campaign, while there was a real energy and positivity to the “Harvester’s ‘The Perfect I.O.U For messaging. Mother’s Day’ slogan encapsulated its relaxed vibe while providing customers with an easy gifting option.”

Jess Hyland Business Unit Director DIGITAL ACTIVITY DIGITAL ACTIVITY

Advertising gift cards as an alternative to restaurant visits this Mother’s Day, Miller & Carter’s instantly recognisable black and gold colour scheme gave the campaign a more sophisticated DIGITAL ACTIVITY edge.

On the website, a grid layout detailed its range of gifting options, from personalised gift cards to aprons, all with gorgeous imagery and shots of its succulent signature steaks. DIGITAL ACTIVITY DIGITAL ACTIVITY

Mother’s Day chimes well with the family atmosphere of Express and the brand incorporated the theme with ease thanks to cute lifestyle imagery and some amusing words of DIGITAL ACTIVITY wisdom on social media.

The banner on its website homepage encouraged customers to ‘share good times’, while including pictures of pizza dishes as a suggestion. “The easy sense of humour on Pizza Express’ social media posts showed a brand that’s fully in tune with its customers.”

Jo Wilby Group Creative Director DIGITAL ACTIVITY DIGITAL ACTIVITY

With restaurants shut, it was all about the gift cards for this Mother’s Day and the brand pushed them across its digital channels with a cute rhyme; ‘Treat the Woman Who DIGITAL ACTIVITY DIGITAL ACTIVITY Means the Most, with an I.O.U. Gift Card for a Roast’.

Enticing imagery of the roast selection on offer was designed to encourage customer orders, while a social media giveaway for a £100 gift card drove further engagement. DIGITAL ACTIVITY DIGITAL ACTIVITY

Cute floral illustrations heralded the arrival of Mother’s Day at Vintage Inns along with the use of delicate pinks and purples. DIGITAL ACTIVITY The campaign was headlined ‘The Perfect I.O.U for Mother’s Day’, and incorporated a giveaway of a Hendrick’s Tea Set, a great way for social media followers to surprise their own mums. DIGITAL ACTIVITY DIGITAL ACTIVITY

It’s not Mother’s Day without a bit of cake and WW posted a range of carefully shot imagery to its social media pages, asking followers to name the ‘sweet treat’ they’d bake for DIGITAL ACTIVITY their loved one.

This was allied to great recipe ideas, including six cake recipes for a ‘doorstep drop’ on the big day. “The WW website is a great source of recipe inspiration at all times of year, and the brand set its sights on Mother’s Day with six cake recipes ideal for a ‘doorstep drop’, if you weren’t able to visit properly due to the pandemic.”

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Zizzi looked to boost uptake of its click and collect service over the Mother’s Day weekend with a 10% off deal for customers, advertised alongside tempting imagery of its DIGITAL ACTIVITY menu on both social media and its website.

For those who didn’t want to head out, was also available to order on Deliveroo, a service that the brand pushed on its Facebook page. Mother’s Day 2021.

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*Information and images within this report are gathered from ITG research, third party resources and materials available in the public domain.