Kitchen Warehouse is helping Mums to influence their familie's Mothers Day gift-buying by targeting target them with specific gift advertisements.

The 'Mum-nipulate the Alorithm', developed by creative agency Special, enables mothers to select desired gifts from Kitchen Warehouse, which are then promoted to their family members through targeted advertisements. Various techniques, including QR codes, shared videos, and digital audio ads, are employed to influence the algorithms of family members. According to the retail brand the campaign has already reached hundreds of thousands of mothers, with the objective of ensuring that families purchase the correct gifts for Mother's Day.

The campaign was developed in collaboration with Hatched Media, which created a custom solution using device IDs to target ads within households.

Head of Performance & eCommerce at Hatched Media, Adam Steward, said: "We loved working very closely with Special on this campaign. We developed a custom solution that relied on signals – such as a device ID – from in-store posters, OOH, display, and social media ads, to give mums what they really want. Once mum’s device ID was captured, highly targeted ads were served to anyone in her household, encouraging them to purchase the exact gift their mum wants from Kitchen Warehouse."

Kitchen Warehouse's core customer base is mothers, and the campaign aims to optimise marketing spend by targeting families with specific gift ads.

Chief Customer Officer at Kitchen Warehouse, Simon Lamplough, said: "Mums are our core customer. We know they'd love some Mason Cash bowls, or a Nutribullet or maybe a little something from Le Creuset this Mother's Day. But how can they make sure they get the gift they want?

"This year’s campaign has allowed us to be much smarter with our marketing budget. Mums let us know what they'd like, and we spend money on their behalf, mercilessly targeting their families with ads for it - it's delightfully 'Mum-nipulative'."

Group Creative Directors at Special and the campaign's creators, Nils Eberhardt and Simon Gibson, said: "Marketers have been using the algorithm to influence people for years. We thought it was high time for mums to have access to the same tools."