Bloom & Wild
It’s the Care that Counts

How we made small gestures matter for Mother’s Day


Business Strategy Creative Strategy – TV & DRTV – Digital – Press & Outdoor – Radio – Branding – Experiential – Performance – Product – Cultural Activation


The Problem

Mother’s Day is big business for the floral industry.

The issue? Mother’s Day has become a day focused on extravagant gifts rather than thoughtful gestures.

The task? To get people to #CareWildly on Mother’s Day through simple, considerate gestures.

The Or

Introducing ‘It’s The Care That Counts’.

We took one of Bloom & Wild’s bouquets and got designers and illustrators Claudia De Sabe and Samuel Mair to create an outline of the floral creation. We then planted it in a newspaper for people to use as a gesture on Mother’s Day.

People were encouraged to colour in the bunch of flowers and cut them out to give to their mums, or anyone else that springs to mind, to show it’s not the gift that matters, it’s the care.

What Happened Next

People up and down the country exchanged extravagance for considerate gestures. This led to Bloom & Wild becoming the most talked-about gifting brand that Mother’s Day.