Dick's, KFC, Hello Fresh Celebrate Mother's Day

Perhaps living in fear of yet another holiday sidetracked by the pandemic, several major marketers are recycling Mother’s Day promotions from past years. 

Dick’s Sporting Goods brought back its heartfelt TV spot featuring its own women executives and their children, who participate in activities such as soccer, ballet and swimming. 

The spot, from Badger & Winters, opens with Aimee Watters, executive director of the company's charitable foundation, and her son, who admits he's scared to play soccer.

Watters sympathetically listens to his fears and then offers some sage advice. 

"Mommy gets scared too, buddy," Watters says. "But I gotta also be brave, because if you're brave, you might try something new. And maybe if you try it, I think it could be a lot of fun.”



The popular spot reached more than 7 million views in the first two weeks after it broke last April.  Already this year the 30-second version has hit 7.6 million views since its re-post on April 27. A 60-second spot is also available. 

The spot ends with the super “Happy Mother’s Day from the Mom’s of Dick’s Sporting Goods.”

Hello Fresh is also bringing back its Mother’s Day “Brunch” selections for a second year running. The offer invites consumers to “treat mom to the most memorable (and easy!) restaurant-worthy feast, right at home.” 

Customers can choose selections like chocolate peanut butter french toast, lemon ricotta pancakes or prosciutto croque madam to make for the holiday. Add-ons can be purchased to “complete the experience”such as the “high tea dessert kit” or salted caramel mascarpone cheesecake.

KFC has a new promotion for Mother’s Day, this year partnering with Proflowers to help children create a KFC “Buckquet” (pronounced buck-kay),  a vase of flowers intermixed with skewers of fried chicken. Consumers can order the kits from ProFlowers, which include a dozen roses, a glass vase, a KFC vase applique, eight skewers and a card. Chicken must be purchased separately at KFC locations.

The chicken restaurant says the holiday, always recognized on the first Sunday in May, is one of its best sales days. More than 400,000 fried chicken buckets are sold each year on the holiday, per the company.

Tim Hortons U.S. is introducing the Mother’s Day Timbit Arrangement, conceived as a new twist to the Donut Bouquet. It features 20 Timbits in a round, red, velvet box.

The Timbit Arrangement comes with a variety of different Timbit flavors including birthday cake, chocolate glazed and honey dip.

DoorDash is debuting a new documentary and giving away flower bouquets for Mother’s Day. Custom flower recommendations are inspired by Mom’s old photos through

Anyone who uploaded a photo to the website prior to May was be entered into a chance to win a $1,000 grand prize. The first 100 entrants won gift cards toward a bouquet. 

Finally, Emagine is encouraging children to take Mom to the movies, where the Midwestern theatre chain will give away 44 oz. tubs of popcorn with the purchase of another concession item. Emagine has locations in Michigan, Minnesota, Illinois, Indiana and Wisconsin.

The company is also offering special “family-friendly” showings of “The Wizard of Oz” in honor of Mother’s Day.

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