McCain conducts Mother's Day promotion
By Rob Bale
McCain Foods Canada has begun a promotion to coincide with Mother’s Day. The effort is based on a survey which found that mothers are most often the people who take family photographs and, therefore, appear in these photos the least. The promotion, called “Put Mom in the Picture,” encourages consumers to submit photographs of their mothers via Instagram. Three winners will receive professional family photography sessions. The promotion makes use of a series of photos of mothers taken by photojournalist Krisanne Johnson. It also features motherhood media personalities Cat and Nat, as well as actor Jason Priestley.
“A mom's endless day-to-day efforts are all in service of bringing the family together,” said Matt Kohler, managing director of Canada retail at McCain. “This Mother's Day, we wanted to find a way to meaningfully celebrate these moms that bring us together. A family photo can be such a simple gesture, but it can mean the world to these moms. So we're calling on partners, kids, friends and family to put mom in the picture this Mother's Day, and show her how much she means.”