Mother’s Day is an important moment for many people, but the way we celebrate it is evolving. More and more people recognise the many forms motherhood can take, as well as the personal meaning this day holds. With our campaign “Nothing says … like flowers do,” we tap into this shift, helping people express what they feel for their own mother figure through flowers.
From tradition to broader meaning
Recent research conducted by Ipsos on our behalf shows that 69% of people in the Netherlands believe it is important to recognise different forms of motherhood — from stepmothers and foster mothers to those hoping to become mothers. More than 40% also feel that mothers who have passed away deserve greater recognition. While Mother’s Day remains a traditional moment to show appreciation, many people are broadening its meaning, choosing to honour other important women in their lives as well.
Stories that resonate
Together with media brand Vriendin, we bring this development to life. In print and online, women share their stories — honest, relatable and sometimes vulnerable. In doing so, we give a face to the diversity of motherhood and make the emotional meaning of Mother’s Day visible.
Influencers sharing their stories
On social media, a range of influencers share what Mother’s Day means to them and who they are celebrating. It shows that every bouquet tells a personal story — and that flowers can express emotions that are not always easy to put into words.
A striking activation in the Netherlands & Germany
In Utrecht and Düsseldorf, a large, colourful vase filled with a variety of flowers will take centre stage. Each flower represents a different type of mother. Together, they form a powerful visual celebrating the diversity of motherhood, inviting people to pause, reflect and consider who they want to appreciate on this day.
Extra attention at the florist
Florists across the Netherlands are also taking part. Customers who purchase a Mother’s Day bouquet will receive a small extra — a gesture that makes giving even more personal.
Flowers make the difference
Flowers remain one of the most popular ways to show appreciation on Mother’s Day. With this campaign, we show why — while responding to the evolving meaning of the day.
