• by Tanya Gazdik , May 7, 2020

With restaurants still closed in many parts of the country due to COVID-19, it’s going to be a strange Mother’s Day. But make no mistake, moms are still going to be feted. Several brands are aiming to engage with consumers about their moms via social media. 

Samsung is encouraging Galaxy fans to “Put Mom in the Picture #withGalaxy.” Galaxy users can tag their pictures of their mom with #withGalaxy for a chance to be featured on the @withgalaxy Instagram page. The brand teamed up with actress Yara Shahidi and social media influencers Jalaiah Harmon and Eliza to create a video tribute about their moms.

Dunkin’ has a 15-second TV spot saluting moms that will air all weekend. The work is part of the brand's ongoing "Raise a Cup" campaign recognizing the diverse community of heroes who are keeping America running during the pandemic. For virtual Mother’s Day celebrations, Dunkin’ is providing  backgrounds saluting moms to use when making video calls.

Candy maker Ferrero Rocher is offering a sweepstakes awarding 100 winners a 24-piece gift box. To enter, consumers can post their most memorable photo and favorite story about their mom on the brand’s Facebook page using the hashtags #FerreroRocherCelebratesMom and #Sweepstakes.

PepsiCo’s Classic Lay’s brand also is holding a sweepstakes on social media celebrating “Classic Mom-isms,” with the winner getting a year’s worth of potato chips. Consumers can comment on the brand’s Classic Mom Facebook/Instagram/Twitter posts with their own mom’s Classic Mom-ism — whether she signs all her texts with “love, mom” or uses your full name when you’re in trouble or wishes you happy birthday on Facebook with a status update vs. post. 

Instead of holding a contest, Pepperidge Farm’s Milano cookie brand is providing a tastings guide for a virtual Milano “Happier Hour” with friends and family.  The brand offers tips on how to match various Milano flavors with beverage suggestions from sommelier and Milano connoisseur, Maureen Petrosky.  For example, Double Dark Chocolate Milano cookies pair well with robust red wines like Cabernet Sauvignon. 

Milano is sharing one pairing idea each day of the week leading up to Mother’s Day across Milano social channels (@milanocookies). Consumers can follow along and participate by showing how they are pairing their Milano cookies using the hashtag #SaveSomething4U.