From 'cheese' puns to AI portraits: Roundup of Mother's Day campaigns in HK

This Mother’s Day, Hong Kong was in full bloom as florists buzzed with activity and restaurants were booked out weeks in advance. For many local families, the celebration centred on the time-honoured tradition of gathering over dim sum to show appreciation for the matriarchs in their lives.

Beyond the dining table, brands across the city leveraged the occasion to unveil a wide array of creative campaigns designed to celebrate maternal bonds while driving seasonal growth. From IKEA Hong Kong’s home-centric gift guides to Pizza Hut’s linguistically clever tributes, marketers leaned heavily into themes of nostalgia and local identity.

Even the public sector embraced the spirit of the day. Chief executive John Lee Ka-chiu shared a unique AI-generated family portrait on his Facebook page, thanking mothers for their "endless love." The cartoon-style card, featuring a smiling family surrounded by carnations and hearts, was reportedly inspired by a cherished family memory from 1990 - a personal touch that highlighted the intersection of tradition and emerging technology.

Let’s take a look at some of the latest brand campaigns in Hong Kong MARKETING-INTERACTIVE has rounded up this Mother’s Day.

1. Feather & Bone

This Mother's Day, Feather & Bone, a butcher, grocer, and restaurant in Hong Kong, has invited families to celebrate the leading ladies in their lives with special brunch experiences, interactive workshops, and retail offerings.

The campaign is creatively developed and executed by Feather & Bone's internal marketing and events team, along with PR agency Food Project.

A spokesperson from Feather & Bone told MARKETING-INTERACTIVE that the campaign primarily targets families in Hong Kong looking for a high-quality, stress-free dining experience where children are well taken care of. It also targets "at-home" celebrants — individuals who want premium, chef-quality ingredients to cook a special meal for their mother without the hassle of shopping at multiple places.

Additionally, the campaign targets residents with higher disposable income, particularly those in Causeway Bay, Tsuen Wan West, and Clearwater Bay.

2. IKEA Hong Kong

Known for its sharp "trendjacking" memes, IKEA Hong Kong has introduced a practical solution for last-minute shoppers: a vegetable chopper designed to lighten the load in the kitchen this Mother’s Day.

The brand took to Instagram to rally "deadline fighters" who had yet to secure a gift. The caption playfully positioned the new STENSNULTRA vegetable chopper as the "Beyblade of the mom world," emphasising its large capacity and ease of maintenance.

To complete the presentation, IKEA suggested pairing the tool with a head of broccoli for a ready-to-go, heartfelt gift. The post has generated significant engagement, though it also sparked a dialogue regarding traditional gender roles. One netizen noted that mothers should not be viewed as being obliged to cook, suggesting instead that the day should focus on appreciating their overall efforts and passion.

MARKETING-INTERACTIVE has reached out to IKEA for more information. 

3. Pizza Hut Hong Kong

This Mother’s Day, Pizza Hut honoured the legendary devotion of Mencius’ Mother with a playful, pun-filled tribute to all the hardworking "Mamis" in Hong Kong. Just as the ancient story of "Mencius' Mother Three Moves" (孟母三遷) reminds everyone of the lengths a mother will go for her son’s future, the brand is celebrating that bond with its own version of "Three Times the Cheese" (三重芝士).

Leveraging the clever Cantonese wordplay where 遷 meets Cheese, Pizza Hut's new Triple Cheese Beef Cheesy Crust Pizza is designed for the ultimate "filial" treat. It’s a savoury, molten masterpiece that proves while Mencius’ mother moved three times for her son, today’s "Jaydens" only need to make one move: ordering a heart-shaped feast. "With layers of premium cheese and juicy BBQ beef, it’s a taste as deep and enduring as a mother’s love," said the brand. 

The campaign invited consumers to explore a variety of festive offerings, ranging from the umami-packed Mentaiko Seafood with bouncy octopus to the indulgent Triple Cheese BBQ Beef. The menu is further complemented by the Golden Char Siu Pineapple Rolls—a sweet and savory twist on a local favorite. With promotional sets offered at up to 44% off and bonus chicken wings for early bird pre-orders, Pizza Hut is making it easier than ever to be a "24-hour filial son" this season.

MARKETING-INTERACTIVE has reached out to Pizza Hut for more information.

4. Watsons Hong Kong

Watsons Hong Kong celebrated Mother’s Day by offering children a unique opportunity to step into the shoes of a frontline store manager, providing them with hands-on experience in real-world retail operations to build confidence through practical learning.

Complementing this initiative, the brand hosted a meet-and-greet with its mascot, WaiJai, who distributed flowers to mothers to transform a routine shopping trip into a memorable family experience. Watsons also utilised Instagram to showcase a curated selection of Mother’s Day gift ideas, helping shoppers prepare thoughtful surprises for their mothers.

“Beyond flowers and lavish dinners, giving Mom the gift of ‘health and beauty’ is truly the most thoughtful and sweetest surprise of all,” the Instagram caption reads. “Mom works so hard for the family every day; it’s time for her to sit back and enjoy herself. We have curated a series of the sweetest Mother’s Day gifts so she can feel your love from the inside out.”

MARKETING-INTERACTIVE has reached out to Watsons for more information.

5. Vitasoy International

To celebrate the special occasion, Vitasoy has revived its beloved classic "Stand by me" campaign, reinforcing the Hong Kong brand's belief that genuine human connections bring happiness and bring people closer.

A series of three films portrays "Stand by me" moments across different relationships and life stages - family, friendship, and lifelong companionship - using the familiar melody as an emotional anchor.

One of the film features a toddler enjoying Vitasoy’s soy milk while sharing a drink with her mother. The creative execution aims to highlight that life’s most meaningful moments are often the simplest—a shared beverage, a fleeting smile, or a hand held a little longer than usual.

The narrative emphasises that bonding is rarely about grand gestures; instead, it is found in the quiet routines, the small pauses, and the uncomplicated feeling of simply being present for one another.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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