“Being featured on the front page of such a respected national newspaper must rank as one of the most significant pieces of positive publicity for the greeting card industry for years,” John Procter, co-owner of Scribbler commented about the Sunday Times’ coverage of the inclusivity of Mother’s Day cards. “It is absolute acknowledgement of just how entrenched greeting cards are in society,” added John.
The Sunday Times news item, entitled ‘Mother’s Day cards go gender-neutral’ was sparked by the ‘Happy You Day’ card design that appeared within Waitrose’s Mother’s Day display. The newspaper quoted the supermarket’s aim with the design to broaden out “who the cards can go to, whether it’s grandmas or transgender mums.’
Kirsty Hicks, card buyer for Waitrose was delighted by the coverage, “I’m so chuffed. Hopefully it will also increase awareness for the card category in Waitrose.”
The article went on to applaud Scribbler for its Mother’s Day offering, which included a ‘Two mums are better than one’ for same-sex couples as well as a ‘Dad, thanks for being an amazing mum’ card.
The story was picked up by other media too with the Sun, Daily Mail and Mirror also latching onto the inclusivity on the card racks.
Clintons also went for it on the PR front giving Mother’s Day a push by issuing an infographic to the media which shows the contribution mums make to their offsprings lives as they age.
Meanwhile, the GCA immediately responded to be part of a lengthy BBC Radio Scotland programme which aired on the Friday before the event, all about Mother’s Day and the importance of sending an actual card.
Sharon Little, the GCA’s ceo was in her element on the Stephen Ross programme, ramming home the message of the “joy and value of greeting cards’ and how much mums love receiving cards, as well as how the vibrant industry is home to many creative businesses that are owned and run by women.
