The Mother of All Tea Parties
24 Feb 2016 - LDN

The Mother of All Tea Parties

Forever Beta and Co-op inspire families to throw their mums an afternoon tea party

Together with The Co-op, we decided that this year’s Mothering Sunday should go beyond the predictable small gifts.

After all, Mother’s Day is about family time. It’s a personal celebration, a moment to let that special woman in our lives know we’re thinking about her and that we’ve put an effort in to make something truly memorable of the day.

Our solution was both instant in terms of its look and feel, and impactful due to its singular nature; we wanted to exploit a moment that few others had thought of. So, we decided to inspire families around the nation to throw their mothers an afternoon tea party, to spend the day together enjoying a great British tradition.

But this would be no ordinary tea session, it would be The Mother of All Tea Parties, an epic celebration for mothers featuring Co-op’s quality own brand foods at the centre of the table.

We wanted to breathe life into our campaign even before the big day itself, to offer emotive and effortless inspiration for families.

With our focus being on millennials, we created POS, press, radio and digital content, social video invites and much more.

We were successful in executing a fully integrated campaign that gave people the inspiration to go beyond last-minute gifting, and to make something truly special for mum.