The Mother’s Day breakfast in bed is a rite of passage for most Australian kids, the "perfect" way for them to show their love for Mum.
But unlike the picture-perfect representations shown in most advertising, the reality is quite different – a messy, burnt, inedible array of gluggy pancakes, gloopy porridge, spilt juice, and whacky flavour combinations.
The new Mother’s Day campaign from Kitchen Warehouse, destination for kitchenware, is giving a knowing nod to this Mother’s Day tradition.
Acknowledging that even though it’s not always up to café standards, breakfast in bed is a moment to be celebrated.
The campaign showcases a range of brekkies, each featuring a Kitchen Warehouse product designed to handle even the most robust childlike efforts.
Surrounding each product is all the mess, colour and unusual ingredient choices that are often found when a child takes charge.
Simon Lamplough, CCO at Kitchen Warehouse, said there’s a big difference between the romanticised Mother’s Day breakfast in bed experience and the reality.
"Highlighting that disparity felt like a fun space to play. At launch, we are profiling a range of hard-to-swallow creations before coming to the aid of all budding brekkie makers with recipes, tools and gift ideas as they prepare for the big day," said Lamplough.
Dean Hunt, ECD at The Brand Agency, said that avoiding the cliché of picture-perfect Mother’s Day imagery was the goal.
"We wanted something that reflected the reality of the brekkie in bed experience for most mums – a delightful but sometimes messy wonder of love. Big thanks to all involved," said Hunt.
The launch campaign rolls out nationwide across various outdoor, radio and digital audio, social platforms, digital advertising and in-store POS.
Credits:
Client: Kitchen Warehouse
Chief Customer Officer: Simon Lamplough
Head of CRM & Loyalty: Justine Murphy
Head of Marketing and Events: Carly Jellyman
Head of eCommerce: Kellie Mitchell
Senior Copywriter: Sarah Hill
UX & Design Manager: Moi Villanueva
CRM Operations Manager: Michelle Arrienda
Marketing Assistant: Shenaye Northam
Production Manager & Stylist: Jo-Anne Pabst
Food Stylist: Kate Flower
Stills Photographer: Mauro Palmieri
Agency: The Brand Agency
Executive Creative Director: Dean Hunt
Creative Director: Steve Straw
Art Director: Jessica Sutton
Copywriter: Blanche McKie
Head of Design: Dan Agostino
Designers: Mindy Lee, George Cooke, Elly Litton, Kiara McIlroy
Finished Artists: Julian Farnan, Nicola Commons
Head of Brand Strategy: Hannah Muirhead
Business Director: Lauren Pemberton, Adrienne Devine
Account Director: Glenda Lau
Head of Media & Analytics: Angela Naaykens
Media Strategy Director: Kate Parker
Media Coordinator: Emma Hawkins
Executive Producer (King Street): Nic Beer
Producer (King Street): Demi Chew
Audio Post: Cue Sound
Sound Engineer: Mike Fragomeni
Producer: Anika Fourie
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