Kitchen Warehouse's 2024 Mother's Day campaign, “Keep Moms Out of the Kitchen” (via Special), launched last week to keep real moms out of the real kitchen while their kids cook. The incident culminated in the dispatch of security personnel.
The national cookware retailer's “Keep Mum Out of the Kitchen Day” campaign called on kids across Australia to get in the kitchen on Mother's Day over four weeks to prepare an assortment of all kinds of dishes, cups and snacks for their mum, so she can be there wherever she is.
“There's been an interesting tension with this campaign from the start,” says Tori Lopez, managing director of Special Australia. “Kitchen Warehouse stocks everything you need in the kitchen, but no matter how much of a cooking enthusiast a mum is, Kitchen Warehouse is the number one place they should stop by on Mother's Day.”
The campaign was supported by Le Creuset, Smeg, Mason Cash, KitchenAid and Essteele Australia and was rolled out across OOH, in-store, radio in partnership with Nova, YouTube and Meta. Throughout the campaign, products were introduced that may help children accomplish their mission of keeping their mothers away.
In the ultimate demonstration of Kitchen Warehouse's promise, security guard Kev was offered to one lucky family as the big day drew closer.
Simon Lamprow, chief customer officer at Kitchen Warehouse, said: “Our customers love to cook and entertain, but we wanted to remind the mums among them that it's important to switch off and reap some of the rewards that their passion has undoubtedly sown in their kids. Kids.”
credit
Agency: Special Group
Client: Kitchen Warehouse
Chief Customer Officer: Simon Lamplough
Head of CRM and Loyalty: Justine Murphy
Marketing Assistant: Emma Foreman
Social Media Manager: Kate Cantwell
Production Manager and Stylist: Jo-Anne Pabst
UX & Design Manager: Moi Villaneuva
