What is Mother’s Day?
In the UK, Mother’s Day, also known as ‘Mothering Sunday’, encapsulates a celebration of all things mum and our appreciation for all they do. This year it falls on 15th March 2026. (Although, it’s hard to miss when supermarkets fill their shelves with an abundance of chocolates, flowers, and greeting cards!) Whilst we know what the supermarkets will be selling, how will other brands be marketing their products and services to us this Mother’s Day? Will storytelling shine through? Will nostalgia remain a key theme? Largely, the aim will be to connect with the consumer on a personal and emotional level and of course, to influence the consumer’s purchase journey.
For us marketers, an exciting side to this celebration is the opportunity to see a reiteration of brand guidelines, themes and aesthetics. This is an integral way to reinforce a consumer’s connotations of a brand, whether it’s their brand specific colours or their tone of voice.
How about this year’s campaigns?
Here are some of the ways companies are marketing for Mother’s Day this year.
The Body Shop – Visual In-Shop Content
For The Body Shop, Mother’s Day has taken the traditional strategy route with visual in-shop content. A simple and understated photograph illustrates the love between a mum and her son. A reimagined version of a retro advert from their archive, ‘Grown Up. Never Apart.’, features a mother and son in a warm embrace. This is paired with the original archival imagery which the campaign is based on.
Company themes such as their rich forest green continue to remain a key factor in this advert, ensuring our brains recognise their associated colours. The modernised version also features a The Body Shop gift set, discreetly placed in view. These small touches are key reminders that this is not a photograph from the family album, but this is an advert disguised as a family photograph. Nostalgia and brand values are prevalent features found within these marketing choices. They are cementing the idea that the brand continues to operate with the same values and brand integrity.
🔗 The Body Shop – Mother’s Day Collection
Lululemon – Influencer Marketing
Lululemon have gone down the route of influencer marketing to create buzz around their products for Mother’s Day. Paid partnerships with Lululemon creators such as @nataliegold_ ensures content reaches a specific audience which aligns with the target market for Lululemon. A carousel of images presents a selection of photos of Natalie, in Lululemon clothing, spending time with her children. The images reflect an everyday lifestyle, with simple and straightforward themes.
A much less high production approach to marketing for Mother’s Day, but perhaps this is where digital campaign success lies? Without careful look, this post could be a selection of images of a mother and her children posted simply for the purpose of sharing with family and friends. Until we reach the caption, the content could slot into any family album, highlighting the candid and subtle way this campaign works so well.
🔗 Motherhood & Movement Woven into Real Life
Lego – In-Store Events
On the other hand, Lego are inviting customers to visit their stores this Mother’s Day with workshops designed for the occasion. In selected stores across the UK and Ireland, customers will be able to build a Lego rose and take it home with them. This is an interactive way to bring consumers in-store and let them experience products to get a taste for them. Interactive experiences have the opportunity to build core memories of time with family, friends and the brand itself. With limited stock and a product which cannot be bought off the shelf, this heightens the buzz around these events and ensures consumers do not want to miss out.
Flowers made from Lego will certainly last longer than real flowers themselves, creating a more permanent gift for mum. This won’t be a gift for every Mum, but the time spent together is worth the most.
Tiffany & Co. – Video & Photography
Even luxury brands are taking part in Mother’s Day marketing this year. The 2026 Tiffany & Co. Mother’s Day campaign follows Rosie Huntington-Whiteley in a subdued and elegant video with accompanying photographic content. ‘Celebrating Mother’s Since 1837’, uses of a soft neutral colour palette which visually connotates calm and tranquil themes. Pops of their iconic Tiffany Blue are staggered through providing contrast and a natural focal point for our eyes.
Video content within this campaign is playful and understated. Storytelling is a key tool used to capture our attention and influence our emotions. Scenes depict Rosie with her child stacking bricks, colouring and playing. All the while, their jewellery and iconic blue are quietly present throughout. This allows us to see not only the lifestyle they are selling but it’s a simple and non-invasive way to showcase their products in everyday life. This is a great way to ensure consumers notice their jewellery organically and feel intrigued to know more.
🔗 Celebrating Mothers Since 1837
Previous Mother’s Day campaigns
Previously, Mother’s Day has seen various campaigns and marketing strategies. Below are some of our favourites that stand out from the crowd.
Whittard – TV Advert
In 2023, Whittard released a TV advert for Mother’s Day, featuring a touching storyline of a daughter preparing her presents and gifting them to her Mum. The daughter narrates the advert with a poignant and sentimental message from her greeting card. This advert shows a successful use of storytelling and strong emotional themes to appeal to the audience. The tone is warm and uplifting and pulls at the audience’s heart strings.
🔗 Give a Gift as Unique as Mum (2023)
Moonpig – TV Advert
Also working with TV, Moonpig created a comical and warming advert for the brand’s Mother’s Day 2022 campaign. The campaign followed a biker on his search for the perfect greeting card, aided by the adorable Moonpig mascot. The micro pig switched outfits to match the theme of the cards, until they found the one that was just right. This campaign is light-hearted, fun and a great combination for appealing to many. The contrast of the biker and the pig is memorable, entertaining and endearing.
Tesco Mobile – OOH (out-of-home)
In partnership with agency BBH London, Tesco Mobile used OOH advertising to remind the public to give their mums a call. Simple billboard designs read “Call Mum” and other alternatives like “Call Maw” or “Call Ammi”. Tesco branding is instantly recognisable, and the message is clear. This campaign perfectly illustrates the idea that simplicity can often be the most powerful approach. This is a smart way to create buzz around Mother’s Day while taking advantage of OOH advertising’s power to ensure a wide range of viewers will encounter the campaign.
What could the future look like?
Influencer marketing is a trend we’re likely to continue seeing. It’s an extremely effective way to reach specific target demographics and utilise the trust they have with their followers. We’re likely to see a shift towards smaller influencers in order to reduce the risk of high costs and low yield. According to Sproutsocial, ‘not only are they much more common to find and work with, but they’re also more affordable and tend to yield higher engagement as they target more niche audiences’. Marketers should consider this in future campaigns not only for its cost-effective benefits but also for the higher levels of trust these influencers have with their smaller audiences.
Similarly, a rise in user-generated content provides brands with positive testimonials and the content to go with it. It is a simple and effective way to show honest and authentic feedback of your products and services. Reels on Meta social platforms, videos on TikTok and Shorts on YouTube are perfect for reposting and sharing to further audiences. This can provide a trustworthy and credible reputation for the brand.
In conclusion
Themes throughout the Mother’s Day campaigns followed connotations of warmth and nostalgia, with some campaigns delving into the use of humour. The campaigns in this article each represent a unique method for success in the Mother’s Day market. Of course, the specific industry and target audience have a significant impact on the design of the promotional content and what works for some brands might not be suitable for others. With Mother’s Day fast approaching, look out for new campaigns and the marketing strategies they are undertaking.
