Waitrose brings Mother's Day messages to life in Kew Garden installation

Waitrose has devised an experiential and digital campaign for Mother's Day, which will culminate in a giant floral installation at Kew Gardens.

Waitrose's giant floral installation will appear at Kew Gardens this week
Waitrose's giant floral installation will appear at Kew Gardens this week

The #ThanksMum campaign, created by media agency Manning Gottlieb OMD, will encourage the nation to show their appreciation for their mums.

For each message submitted via Twitter, Facebook and online, a flower will be planted in both a digital and a real-life, giant Mother’s Day card at The Royal Botanic Gardens, Kew.

Ian Drummond of Indoor Garden Design has been tasked with designing and building the installation, which will be unveiled to the public at Kew Gardens on 27 March and on show until 1 April.

It will measure under four-metres high by two-metres wide, and will be composed of seasonal flowers including roses, double-headed lysianthus and shamrock chrysanthemums. All flowers will be sourced from Fairtrade growers.

Drummond previously created Britain’s biggest bouquet on behalf of the Flower Council of Holland, as well as producing displays for London Fashion Week and Somerset House.

The installation and partnership with Kew was handled by Manning Gottlieb OMD’s Fuse Sport + Entertainment division.

Julie Randall, senior manager, digital communications at Waitrose, said: "We have a great deal we would like to thank our mums for and this social media campaign is the perfect way for us to show our appreciation.

"We can’t wait for customers to get involved online and share their personal and touching messages, bringing the card to life at Kew Gardens."

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