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You only get many moms
Moms often get stuck with household gifts for Mother’s Day, and they’ve made it clear—it sucks. How can a supermarket connect with them and celebrate the season beyond the “house mom” cliché items and stories?
Cultural Truth: Colombia has one of the highest rates of single mothers in Latin America, and the numbers keep rising. Women support 40% of households, juggling the roles of both caregiver and provider. The burden of motherhood is immense.
Insight: Women often rely on neighbors, sisters, mothers, and friends to help raise and care for their children. These women play a guge role in the children's lives that they essentially take on a secondary motherhood role.
Strategic Push: Challenge the idea that there is only one and one way to be a mom and celebrate all the aunts, grandmas, mom’s best friends, who stepped in as second moms.
Idea: Celebrities and influencers aren't always the best voices for a campaign. Exito’s true strength lies in its 21,000 women employees, 33% of whom are moms. We honored their impact on other mothers, their kids, and their growth through a film series and in-store activations.
Comms Strategy: Employees as the main influencers made a big impact on the campaign, their inner circles were reached in a more personal and emotional way. We boost the impact on social media, digital ads, and some press presence.
Translation:
Aunt 1:I have two kinds, the older one is 19 and the naughty one is 9.
I’ve been married for 8 years , in June I will be 9. I think my problem was in the uterus.
Mother 1: I'm 28, I'm a mother of 4, my first pregnancy was 1 kind but the second were triplets.
Aunt 1: It is such a happiness when I get home and I see their faces as soon as they see me and say: aunty, aunty, we love you so much.
V.O: Mom is only one but there are many ways to be a mother.
Mom 2: I was a mother at a very young age, I was 17 and suddenly you crashed into reality.
Mom 3: People said to me “I would go crazy just with one kid, I can’t imagine with 4…” but I tell them it is all about patience and love. So you can give love to anyone.
Aunt 1: There has always been a special connection with my nieces and nephews, they started to call me mom-aunty.
Aunt 2: It is so good to have kids that are with you, even if they are not your own blood.
Mom 2: You need to know how to educate them and guide them with love.
Mom 3: Not only by giving birth you are a mom, you can be a mom in any role of your life.
V.O: We have you a surprise.
Video: “Hi Artie mom-aunty: you are amazing, we love you and happy mother’s day, you will always count on us. Happy mothers day for you too”.
Aunt 1: I consider myself a mother and my nieces and nephews considered me another mother for them too.
Mom 2: There are always second mothers that are there for our kids, and we are very grateful for it.
Final Credit: mom are many