The context
PizzaExpress, one of the UK’s most beloved casual dining brands, wanted to create a memorable campaign for Mother’s Day that was heartfelt, headstrong, and hit different from traditional Mother's Day marketing.

‍The craft
‍Rather than talk at mums, we talked to mums and asked them what they liked about the restaurant. From always accommodating kids, food that never falters, and the simple joy of sipping on Prosecco, one thing became clear, PizzaExpress gets mums.

So, we rolled up our sleeves and got cracking on a campaign line that disregarded our own mums’ advice of ‘don’t get clever with me’ and succeeded in striking a chord with them and their kids.

‍The end result
‍From A Boards and table talkers through to digital screens and social assets, the campaign was rolled out across all touchpoints to inspire tentative triers and the die-hard diners to celebrate Mother's Day at PizzaExpress. Driving bookings and putting bums on seats, the campaign confirmed that PizzaExpress is always a mother’s first choice.