harry & david
mother's Day campaign
Excerpt from Seasonal Style Guide.
Mom has sacrificed too much to be put through another sappy Mother’s Day. She helped you claw your way through puberty, forgave you for the dining room window incident, held you when your fist love turned out to be dud. And that was just your teens. So let’s give her what she deserves. What all the moms in your life deserve. A campaign that’s fresh, real and fun. Just like them.
Employee quotes, formerly known as testimonials, are the campaign focal point. Each quote is a real-life experience on of us had with our mom growing up. Coupled with the quote is an actual photo from that time in our life. Yes, that may mean a photo of an eighth grade you in braces and coke bottle glasses, standing next to Mom with her feathered hair and bellbottom jeans.
In sharing these special moments in our lives, we’re inviting our customer to relieve theirs. We’re showing how much moms mean to us, all the while deepening the connection between our brand and those who experience it.
Think of it as a collective tip of the hat to moms. Lord knows they’ve earned it.
Our Mother’s Day quotes are actual experience we’ve had with our moms throughout our lives. Accompanying each quite is a photo of the featured employee with Mom.
This use of employee quotes and photos is on brand and fun. It allows our personalities to shine through and deepens our connection to our customers. It’s also an unwritten invitation for customers to reflect and share their own stories of Mom. Quotes will begin with a compelling line or phrase to capture attention and pull customers in to each story.
I CUT MOM’S DRESS IN HALF
to make a fair godmother costume. She’s yet to let me live that down. Especially since the costume didn’t really work out.
Amara W, writer
THESE DAYS I SURPRISE MOM
with a gift tower and a rose. Back when I liked to hide in the kitchen cupboards and jump out when she walked by.
Susan S, production manager
MOM NEVER KNEW I HID THE BROCCOLI
under the table. I’m sending her a big gift basket with pears instead of confessing. There’s no reason she needs to know.
Julie K, creative director
A LOVE OF CHOCOLATE RUNS IN THE FAMILY
Fortunately, so does running.
Michelle J, group creative director
MOM ALWAYS TOLD ME I COULD BE ANYTHING.
Except a drummer.
Sasha Kincaid, art director