While traditional Mother’s Day campaigns focused on young-moms-and-kids relationships, Leo Burnett Manila shone a light on the relationships of elderly mothers and their grown-up kids. McDonald’s acknowledges that as our families get older, there comes a point in our lives when we become the “mother” of our mothers. Our relationships evolve from when our mothers took care of us when we were younger to when it is our turn to take care of them now that they’re older.
The “Kami Naman, Ma” campaign is a celebration of Filipinos’ changing relationship with our moms.
The campaign video received overwhelmingly positive reactions, with 2935% more interactions than average. The positive response to the campaign also contributed to a 233% sales target achievement of the Mother’s Day promo bundle. Most of all, the campaign helped drive Brand Imagery scores, allowing McDonald’s to achieve its goal of building brand affinity and winning the Filipino family’s trust.
