1-800-Flowers has kicked off a new Mother’s Day campaign that celebrates real moms, as they gear up for flower sales busiest time of the year.
The Love Makes A Family campaign was designed to celebrate, and thank all the different types of moms in people’s lives. It is driven by user-generated video testimonials that spotlights real-life stories from consumers about the mother figures in their lives and the defining moments that shaped those relationships.
“It has been an incredibly challenging year for everyone, and it has been no easy feat for parents,” said Sunny Stafford, Vice President, Creative, 1-800-Flowers. “Moms have had to juggle work and remote learning, find creative ways to entertain kids during quarantine, care for sick loved ones, and even distance themselves from family when they craved a hug from their child or grandchild more than anything – and they’ve done all of this out of the love they have for their family.”
“We know that a mother’s love knows no bounds, and there’s so many different types of moms — their love is what makes a family,” she continued. “So, for this Mother’s Day, we wanted to develop a campaign that celebrates all mothers’ limitless love in its many wonderful forms and create a meaningful and authentic opportunity for customers to engage with us and each other by sharing stories about the important mother figures in their lives.”
U.S. consumers plan to spend about $2.66 billion on flowers for Mother’s Day this year. Flower vendors sell upwards of 25% of all flowers around this May holiday and sales on this day have been increasing annually, per the National Retail Federation.
The Love Makes a Family campaign is an extension of the #NoLimitsOnLove creative initiative. With this platform, 1-800-Flowers has bolstered its content and has been positioning itself as a community for people to connect and share their stories since last year. This includes offering complimentary resources including eCards, virtual backgrounds, and rich blog content to consumers who have had to celebrate holidays from a distance during the pandemic.
“Our vision as a company is to inspire more human expression, connection, and celebration. This means creating unique ways to help customers engage with each other – and our company – beyond the transactional process,” explained Stafford. “As consumers have been increasingly turning to our family of brands to help them connect with the important people in their lives, we’ve accelerated our engagement efforts to foster a real sense of community. This campaign ties back to these efforts as we help customers build relationships, share with others, express themselves, connect in new ways, and celebrate moments big and small.”
The stories in this campaign feature inspirational moments of love and dedication, as well as wise words and influential teachings and live on the campaign’s dedicated website and on the brand’s YouTube channel. In addition to these consumer testimonials, 1-800-Flowers also produced a series of videos featuring adoring kids and other family members sharing personal stories about their moms which will air across cable television networks and streaming services.
Consumers are encouraged to share their own stories across social channels using #NoLimitsOnLove.
“We’re creating a two-way dialogue with consumers and facilitating conversations by encouraging customers to share their inspiring stories about their own moms or mother figures,” said Stafford. “Inspiring people to connect is part of our vision, and providing ways to do that was an essential element of the campaign. The response has been remarkable, and we’ve seen truly heartwarming personal stories and shoutouts.”
The ecommerce brand is also hosting a virtual event called Love Makes a Family: A Virtual Celebration of Love and Motherhood in which moms and family members will share stories on the influence moms have on their lives. Participants include chef and culinary personality Antonia Lofaso along with her mother, Josette Lofaso, and United States Women’s National Soccer Team soccer player Ali Krieger, joined by her mother, Debbie Alongi. The event will take place on May 6 at 4 pm ET. Guests can register here.
“Our Love Makes A Family campaign recognizes these sacrifices and struggles, and celebrates and thanks moms for the dedication and love they bring to their families each and every day,” she continued.
