Helping mums get the gifts they actually want by serving hyper-targeted product ads directly to their families.

For Kitchen Warehouse, we activated a cheeky Mother’s Day retail campaign that gave mums the marketing power usually reserved for big brands.

We created six “Mum-nipulation” techniques, from scanning in-store QR codes to sharing cat videos secretly laced with retargeting, all designed to deliver personalised product ads to their household.

By flipping the algorithm in mums’ favour, the campaign reached hundreds of thousands of families, made smarter use of the media budget, and helped ensure no mum ever ends up with petrol station carnations again.