Myer mums tell consumers what they should buy this Mother’s Day in new campaign

Myer has recruited members of staff who are also mums to offer gift suggestions this Mother’s Day.

Created by Clemenger BBDO Melbourne, the new campaign aims to give Australians Mother’s Day gift ideas from the women who know mothers best – other mums.

The ‘Myer mums’ content films feature staff members, who will also be on hand in Myer stores, offering gift inspiration and advice.

Each mum suggests gift ideas such as gloves, mugs, pyjamas and even a morning sleep in.

Helen James, executive creative director at Myer@Clemenger said having experts on hand can help ensure children make the right decisions for their own mums this Mother’s Day.

“Myer knows that choosing a thoughtful gift for Mother’s Day is an important decision and one that nobody wants to get wrong.

“Who wants to let down your mum after all? At Myer we are lucky to have thousands of experts on hand who can make sure everyone gets their decision right. If you don’t know what to get your Mum for Mother’s Day, then ask one of ours,” James said.

The first work from James since her appointment in late February, features a 30-second spot as well as interview style content pieces which showcase the personalities and preferences of different Myer mums.

Michael Scott, executive general manager of brand and marketing at Myer said the campaign aimed to celebrate the working mothers who “have been the backbone of the Myer business for 116 years”.

“We wanted to celebrate their expertise and the contribution that they have made. The Myer Mums featured in our campaign, as well as the many mothers working in our stores, offer our customers the best advice and first-hand experience on choosing the perfect Mother’s Day gift,” he said.

“We believe the Myer Mums will provide an authentic voice that will resonate with our customers.”

The campaign promoting the Myer Mums service will run in-store, across social and out of home.


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