Nearly 1 in 3 of us (31%) buy our Mother's Day gift at the last minute, and cash or vouchers are rated the least thoughtful present of all. For Cake Box, we turned that survey of 2,028 UK adults into a broadcast PR campaign about thoughtful gifting when time is short, with personalised gifts and food ranking among the most thoughtful choices. We put the brand's head of marketing on air across a radio day of interviews, plus TV, explaining why cake is chosen, shared and enjoyed together, and how egg-free cakes mean everyone around the table can be included. The campaign secured 13 items of radio and TV coverage reaching 3.6 million people, including GB News, GB News Radio and BBC Radio Sussex and Surrey.
Cake Box wanted to be seen as the easiest, most thoughtful Mother's Day choice for people short on time.
The message
Mother's Day is about showing you've thought about her, even at the last minute. Cake is chosen, shared and enjoyed together, and egg-free cakes mean everyone around the table can be included.
The angle
Ahead of Mother's Day, a survey of 2,028 UK adults found nearly 1 in 3 (31%) buy their gift at the last minute and cash or vouchers are rated the least thoughtful present, while personalised gifts and food rank among the most thoughtful.
On air
The brand's head of marketing
The result
13 items of coverage reaching 3.6 million, including GB News, GB News Radio, BBC Radio Sussex and Surrey, BBC Radio Kent.
About Mother's Day
In the UK, Mother's Day is Mothering Sunday, which falls on the fourth Sunday of Lent, so its date moves each year. It began as a church tradition of returning to your 'mother church' and has become a day for thanking mums, and a key date for gifts, flowers and restaurants. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Mother's Day for 2027?
Mothering Sunday next falls on Sunday 7 March 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
