Feather & Bone transforms venues into Mother's Day festive hubs

This Mother's Day, Feather & Bone, a butcher, grocer, and restaurant in Hong Kong, is inviting 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.

On 10 May, the brand will transform its venues into festive spaces dedicated to making every mother feel truly cherished. At the Lee Garden outlet, a family brunch features a three-course menu, a complimentary glass of sparkling Rosé for mums, and a two-hour Rosé free-flow option. Younger guests can enjoy a children's menu with access to a live dessert station featuring a pink chocolate fondue, plus face painting and a flower workshop to craft a gift for mothers.

At the Tsuen Wan West and Clearwater Bay locations, the Kid's Club offers snack platters, drinks, and flower workshops where children can create crochet flower bouquets. For at-home celebrations, a "build your own" gift set promotion is available, allowing customers to select premium starters, mains, and a bottle of wine or sparkling tea.

The initiative aims to position the brand as the premier one-stop destination for Mother's Day celebrations. By combining a family brunch, interactive kids club and flower workshops, and a "build your own gift set" retail option, the initiative seeks to drive foot traffic to physical stores while also boosting retail sales for at-home celebrations.

The Mother's Day initiative is promoted through press releases to Hong Kong lifestyle and food journalists, fun social media content on Instagram and Facebook, e-gift certificates via its Rewards app, EDMs to existing customers and loyalty members, and in-store displays at butcher and retail counters promoting the gift bundles.

In terms of ROI measurement, the spokesperson said the brand tracks reservation data for brunch and Kids Club bookings, retail sales volume for "Build your own" gift sets, average transaction value for drink upgrades, and loyalty app engagement through new sign-ups and reward redemptions.

Tim Burger, managing director of Feather & Bone, said: "This Mother’s Day, Feather & Bone wanted to go beyond the traditional brunch. By integrating interactive flower workshops and our new 'build your own' retail sets, we are providing families with the tools to create lasting memories—whether they are dining on our terraces or celebrating in the comfort of their own homes. Our goal is to make every Mum feel cherished with those extra 'FABulous' touches, from a cold glass of Rosé on arrival to a handmade gift from her children." 

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