Kitchen Warehouse turned Mother’s Day into “Keep Mum Out Of The Kitchen Day” via Special

Kitchen Warehouse’s 2024 Mother’s Day campaign, “Keep Mum Out Of The Kitchen Day” via Special, culminated last week with the delivery of an actual security guard to keep an actual mum out of her actual kitchen while her kids cooked away.

The national cookware retailer’s “Keep Mum Out Of The Kitchen Day” campaign was a 4-week call to arms for kids across Australia to step up to the kitchen on Mother’s Day and prep mum all sorts of dishes, cuppas, and snack platters, without her anywhere near.

“There was an interesting tension from the get-go for this campaign,” says Tori Lopez, Managing Director at Special Australia. “Kitchen Warehouse sells everything you need for the kitchen, but the last place any mum should be on Mother’s Day is in one, regardless of how big a cooking enthusiast she may be.”

With support from Le Creuset, Smeg, Mason Cash, KitchenAid and Essteele Australia, the campaign ran in OOH, in-store, radio via a partnership with Nova, as well as YouTube and Meta. Throughout, products were featured that might help kids in their mission to keep mum out.

Kev the security guard was offered up to one lucky household as the big day drew near, as the ultimate demonstration of Kitchen Warehouse’s promise.

“Our customers absolutely love cooking and entertaining,” says Simon Lamplough, Chief Customer Officer at Kitchen Warehouse, “But we wanted to remind the mums among them, it’s important to switch off and reap some of the rewards their passion has undoubtedly sown in their kids.”

Credits
Agency: Special Group
Client: Kitchen Warehouse
Chief Customer Officer: Simon Lamplough
Head of CRM & Loyalty: Justine Murphy
Marketing Assistant: Emma Foreman
Social Media Manager: Kate Cantwell
Production Manager & Stylist: Jo-Anne Pabst
UX & Design Manager: Moi Villaneuva