From handbags to manicure: How HK brands show their love this Mother's Day

This year's Mother's Day saw Hongkongers flock to mainland China for flowers while some remained in the city to spend quality time with their mums over dim sum. In fact, this special day is created for individuals to show their love and appreciation to their mothers. 

Leveraging the special occasion, brands in Hong Kong also unveiled a wide range of Mother’s Day campaigns to celebrate the heartwarming union and drive business growth. From IKEA Hong Kong to Tamjai International, brands have shown their creativity and love for mothers around the world.

Let’s take a look at some of the latest brand campaigns in Hong Kong MARKETING-INTERACTIVE has rounded up this Mother’s Day.

1. AirAsia

Malaysia low-cost airline AirAsia has unveiled a Mother's Day campaign 喜細飛 - 帶著媽媽去旅行 to enhance the customer experience and the brand love aligning with the message of 喜細飛.

Targeting millennials and Gen Z in Hong Kong and Macau, the campaign aimed to encourage the younger generation to give a special flower and gift cards distributed by flight attendants, to spread love to their mothers.

The campaign aimed to leverage a small touch to spread the big and warm happiness to consumers. "Love knows no boundaries, it applied to all nationality who travel with AirAsia," said Terence So, head of marketing Hong Kong and Macau. 

Done in collaboration with the production house Premium Options, the campaign is promoted via social media channels such as Facebook and on-ground activity.

2. HKTVmall

HKTVmall has unveiled a handbag lucky draw campaign which aims to enhance the promotion of another HKTVmall’s venture project that was launched in October 2022 – Wet Market Express, and draw awareness from the public to showcase HKTVmall’s unique advantage to offer as fast as one-hour delivery for local fresh food and wet market goods.

The lucky draw, combined with exclusive discounts for new customers, acts as an incentive to encourage customers to shift their fresh food purchasing behaviour from offline to online by using Wet Market Express, further acquiring more new customers and broadening the customer base, a spokesperson from HKTVmall told MARKETING-INTERACTIVE. 

Available until 31 May, the month-long campaign aims to give out branded luxury handbags that are exclusive and hard to find in the market, generating excitement and a “wow” factor by incorporating unexpected elements to create talks and draw public awareness to Wet Market Express, which ultimately build the image of convenient and one-of-a-kind fresh food express delivery service among customers. 

The campaign is a new one-off campaign where customers can acquire chances to join the lucky draw according to their order size, according to the spokesperson.

To promote the campaign, the brand has been utilising the effectiveness of social media to draw social awareness. A pre-heat Facebook post was posted on HKTVmall's official Facebook page on 9 May, disclosing one of the lucky draw prizes to arouse curiosity.

The campaign was then officially announced on HKTVmall’s social media page on 10 May to draw public attention. Besides, there are also in-app banners and sliders to draw attention from HKTVmall app users, targeting to spread the campaign widely.

3. IKEA Hong Kong

Known for its wit and trendjacking capabilities, IKEA Hong Kong has invited all customers to celebrate Mother’s Day with the limited-edition lychee black tea-flavoured sundae cone in a floral shape. 

Available until 15 May, IKEA HK said on its Mother’s Day social campaign that people used to lie on ice to catch fish in ancient times, but “we lie on ice to enjoy ice cream” nowadays.

The promotional slogan derives from the ancient Chinese tale “Ice under the Pun Choi”. The story describes a good son lying on the ice during winter for carp as his sick stepmother craves them. His benevolent, filial deeds touch the God, also known as “sky” in Chinese, to make his wish. The well-received tale is an archetypical code to showcase the children’s good behaviours to their families. 

IKEA HK leveraged the well-known story and asked every good son and daughter to bring along their moms for the sundae cone, to taste “the heavenly delight of a cloud-like treat”, and to “touch the sky”, as the witty campaign on social media suggests. 

The post has garnered 2.1k likes and 71 shares, with many netizens praising the creativity of the brand while some said they would bring their mothers for the treats at IKEA’s kiosk. 

4. KFC Hong Kong

Fast food chain KFC has surprised mums with complimentary limited-edition nail stickers from 11 May to 12 May to engage the customers on the special festive occasion with customised offerings and experiences​. 

The campaign "Mother’s Day Free Nail Sticker Promotion" (唞唞要靚靚雙手) aligns with the KFC brand and its "Take a Krispy Break" initiative, showing appreciation for mothers with the invitation to take a moment to relax and pamper their hands on Mother’s Day, according to a spokesperson from KFC Hong Kong and Macao. 

The free exclusive nail stickers were available for customers who purchase a designated combo during Mother's Day. The gifts featured a unique “Mom love KFC” design and a colonel’s tie pattern with KFC’s classic red and white theme. 

The playful and whimsical design aimed to share the fun with moms and take the opportunity to pamper their hands with a manicure. The campaign was promoted via the brand's social media platforms, digital banners, and in-store point-of-sale materials (POSM). 

5. Pizza Hut Hong Kong

Meanwhile, Pizza Hut Hong Kong has introduced two signature heart-shaped pizzas as a flash promotion and it aimed to offer consumers a unique and fun dining experience with the DIY mini pizza.

Also known as Pizza Hut - Pizza Heart for No.1 Mom, the campaign features the limited-time “Mom’s No. 1 Pizza Heart” series and brand new heart-shaped mini pizza with chocolate pen. It aimed to create excitement for consumers during the Mother’s Day period.

The promotion was launched on 2 May and will run until 15 May, with a flash duration of two weeks. The campaign is amplified through press releases, as well as influencer engagement with parenting KOLs.

Furthermore, social media and online platforms such as Facebook and Instagram; digital advertising, Pizza Hut Hong Kong & Macau mobile app and website are also leveraged. 

6. TamJai International

In celebration of this year's Mother's Day, TamJai sister brands have introduced limited-edition rice noodle dishes dedicated to mothers in town. 

While TamJai SamGor first introduced the return of the Chinese herbal soup base on 9 May, Tam Jai subsequently marked the comeback of the Ginseng soup base on 10 May, allowing mothers to nourish themselves.

The return of the beloved soup base was to comfort hard-working mums with rejuvenation and relaxation amid Mother’s Day, according to the brands. 

Furthermore, TamJai SamGor’s membership app has offered discounts to customers by distributing electronic coupons from 10 May until 13 May, coupled with a limited-edition soup base as a set menu. 

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

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