• by Sarah Mahoney , May 1, 2018

Teleflora is introducing weepier-than-usual videos, as well as a sweepstakes with singer Jason Mraz, all in services of its new “Love Makes a Mom” Mother’s Day campaign.

The new videos offering touching tributes to a gay family, a young woman raising her younger sister, and a couple with an intellectually disabled daughter, and try to get at the many different ways women try to give kids unconditional love. The new ads, part of its “Love Out Loud” campaign launched last year, are an effort to show how moms fight some uphill battles.

“We wanted to make something that surpassed the stereotypes and emotional clichés typically portrayed in advertising during Mother’s Day,” says Kelly McKeone, vice president of consumer and florist marketing at Teleflora. “We began with the simple core theme that regardless of where you come from, who you are, or how you live your life, the one true thing that makes someone a mom is unconditional love.”

She says the new ads also continue its effort to deliver on the Association of National Advertisers' (ANA) Alliance for Family Entertainment (AFE) to #SeeHer, representing gender equality in advertising. “Most women do not feel like they are accurately portrayed in the media and Teleflora wants moms to know that we understand that there is no cookie-cutter version of motherhood,” she tells Marketing Daily.

Teleflora, which is owned by the Wonderful Co., says the Wonderful Agency, its in-house creative team, created the ads, which are scheduled to run on YouTube, Facebook and Instagram.

The campaign also includes a social media sweepstakes with singer and songwriter Jason Mraz, in support of the new “Have It All” single, offering 10 $100 gift cards for its new Mother’s Day bouquet line. Mraz makes a good fit, she says, since “at its core, our ‘Love Out Loud’ campaign is a rallying cry to overshare and a call to arms to stop holding back, to take a risk, and go beyond the expected when sharing your love with others. Jason’s partnership aligns perfectly with our campaign.”

She says the campaign also builds on the growing trend to expand the idea of Mother’s Day to more women. “People are appreciating not just their biological moms during Mother’s Day, but other important women who have given them that unconditional love and developed an important bond,” she says.

In the flower business, Mother’s Day is everything, eclipsing Valentine’s Day, Christmas and Easter. This year, the National Retail Federation predicts some 69% of those observing the day will give flowers to some significant woman in their lives, spending $2.6 billion.