Kitchen Warehouse with ‘Brekkies only a mother could love’ via The Brand Agency

By AdNews | 3 May 2023

The Mother’s Day breakfast in bed is a rite of passage for most Australian kids, the "perfect" way for them to show their love for Mum.

But unlike the picture-perfect representations shown in most advertising, the reality is quite different – a messy, burnt, inedible array of gluggy pancakes, gloopy porridge, spilt juice, and whacky flavour combinations.

The new Mother’s Day campaign from Kitchen Warehouse, destination for kitchenware, is giving a knowing nod to this Mother’s Day tradition.

Acknowledging that even though it’s not always up to café standards, breakfast in bed is a moment to be celebrated.

The campaign showcases a range of brekkies, each featuring a Kitchen Warehouse product designed to handle even the most robust childlike efforts.

Surrounding each product is all the mess, colour and unusual ingredient choices that are often found when a child takes charge.

Simon Lamplough, CCO at Kitchen Warehouse, said there’s a big difference between the romanticised Mother’s Day breakfast in bed experience and the reality.

"Highlighting that disparity felt like a fun space to play. At launch, we are profiling a range of hard-to-swallow creations before coming to the aid of all budding brekkie makers with recipes, tools and gift ideas as they prepare for the big day," said Lamplough.

Dean Hunt, ECD at The Brand Agency, said that avoiding the cliché of picture-perfect Mother’s Day imagery was the goal.

"We wanted something that reflected the reality of the brekkie in bed experience for most mums – a delightful but sometimes messy wonder of love. Big thanks to all involved," said Hunt.

The launch campaign rolls out nationwide across various outdoor, radio and digital audio, social platforms, digital advertising and in-store POS.



Client: Kitchen Warehouse

Chief Customer Officer: Simon Lamplough

Head of CRM & Loyalty: Justine Murphy

Head of Marketing and Events: Carly Jellyman

Head of eCommerce: Kellie Mitchell

Senior Copywriter: Sarah Hill

UX & Design Manager: Moi Villanueva

CRM Operations Manager: Michelle Arrienda

Marketing Assistant: Shenaye Northam

Production Manager & Stylist: Jo-Anne Pabst

Food Stylist: Kate Flower

Stills Photographer: Mauro Palmieri


Agency: The Brand Agency

Executive Creative Director: Dean Hunt

Creative Director: Steve Straw

Art Director: Jessica Sutton

Copywriter: Blanche McKie

Head of Design: Dan Agostino

Designers: Mindy Lee, George Cooke, Elly Litton, Kiara McIlroy

Finished Artists: Julian Farnan, Nicola Commons

Head of Brand Strategy: Hannah Muirhead

Business Director: Lauren Pemberton, Adrienne Devine

Account Director: Glenda Lau

Head of Media & Analytics: Angela Naaykens

Media Strategy Director: Kate Parker

Media Coordinator: Emma Hawkins

Executive Producer (King Street): Nic Beer

Producer (King Street): Demi Chew

Audio Post: Cue Sound

Sound Engineer: Mike Fragomeni

Producer: Anika Fourie

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