BACKGROUND
Many brands want to be relevant to mothers on Mother’s Day.
But just how far can these brands go to make mothers feel special on their day?
IDEA
Mister Donut, a global donut brand, didn’t make a film, a poster, a promo, or an online campaign to greet its most loyal customers – mothers. Instead, it changed its name and logo.
Mister Donut became Misis Donut. (Misis is a Filipino term for Missus.)
More than 2,000 Mister Donut stores and kiosks participated all over the country by changing their signage, uniform, box design, and merchandise just to make mothers feel more celebrated.
A huge amount of change for a brand, thinking that it’s just for a weekend!
And that’s how Mister Donut made Misis’ visit feel more special on Mother’s Day.
RESULTS
Misis Donut became Mister Donut’s most viral campaign to date.
26 million online reach
+4,000% online brand mentions
97,180 organic facebook reactions
32,250 organic facebook shares
+ 16% brand usage (month after campaign)
Happy Misis, happier Mister
Mister Donut - Misis Donut
Agency / Creatives: FCB Manila
Copywriters: Paulyne Gonzales, Jay Pagkatotohan
Art Directors: Edward Baltazar, Jade Suayan, Arvino Yanuario
Video Editor: Edward Baltazar
FA Artist: Glenn Mantilla
Creative Director: Mark Ngo
Chief Creative Officer: Jake Tesoro
