The Ultimate Favourite Child Bouquet


To mark Mother’s Day this year, we explored the concept of favouritism and how it drives sibling rivalry.​

To help people get the edge over their siblings, we launched the Ultimate Favourite Child Bouquet – a bunch of flowers scientifically backed to get people in favour with their mum with the perfect assortment of stems and colours.

How we got there

We wanted to raise awareness of Moonpig’s bouquets and cut through the noise at a pivotal time of the year when other flower brands were working hard to earn share of voice around their own ranges. ​

We took a topic that we knew would get people talking – the idea of Mum’s having a favourite child and how people can get the edge over their siblings.​

PR | Media Relations | Consumer

New research

We commissioned research that explored the concept of mums having a favourite child and how this drives sibling rivalry.

It found that two in five people (43%) are convinced that their mum has a favourite child, and a quarter of mums admit they do actually have a favourite child!

Creating the ultimate
favourite child bouquet

We enlisted the help of Jo Hemmings, a psychologist and relationship expert, to create the ‘Ultimate Favourite Child Bouquet’ – the perfect flower arrangement to help people get into their mum’s good books.

The bouquet was made up of mums’ favourite stems, and the colours and arrangement was perfectly selected to help people become the favourite child on Mother’s Day.

Jo also provided her analysis on family dynamics and sibling rivalry, unpacking how it comes about and how people can come out on top.

Sourcing real life case studies

We spoke to a number of mothers and their children during the campaign, to get a download of people’s real-life experiences when it comes to favouritism.

We worked with Emma and her mum to share their story with media. Emma was confident that she was her mum’s favourite, and her mum went into more detail on their relationship and how this had come about.

We used the case study as part of our media outreach to help provide additional colour to media.


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