The Campaign

The common way for Taiwanese to celebrate Mother’s day by sending gifts or take the whole family out to have a big meal in a restaurant. Most people do it the same way. We aim to encourage people to prepare the celebration in a refreshing way, or at least try something new. Unlike other competitors in the market, we unveiled a fact that you barely aware in daily life. The reality reveals the interaction you and your families usually do. Engaging people to plan a new celebration for the coming up Mother’s day.

Results

These reality-based interviews have been shared numerously. And received some comments such as: “this video made me want to go home and give my mom a big hug RIGHT NOW!”; “I really should find out what’s my mom’s favorite dish and cook her a nice dinner.”

We see many mothers do their food shopping in Carrefour every day. They pick and choose the ingredients according to the preferences among their family members; however, their children may not tell what their Mom’s favorite dish is. We interviewed some families in Carrefour randomly, and recorded the reactions between moms and their families.

After our campaign launched, Carrefour’s image raised and the sales boost in May.

We interviewed many of our customers in store with one simple question: "What is your family members' favorite dish?" We can found that most housewives/mothers can answer this question quickly, but other members could not, moreover, they even cannot be sure which dish is their family likes the almost.