#RespectYourMamma – A Mother’s day campaign with Deep Fried Man.

For Mother’s Day 2015, we wanted to say something very important to mothers of all sorts, including single parents, LGBT couples, blended families, siblings and even fathers who play the role of mothers – you deserve our respect.

But we didn’t want to put it as simply as that… Our campaign had to make mammas feel special and give them a giggle, too! Enter one of South Africa’s funniest comedians and musicians, Deep Fried Man! A guy who can take any topic, craft a catchy tune about it and make his mommy proud while doing it.

We asked him to write a Mother’s Day song that incorporates the opposite of your mamma jokes. You know? Your mamma’s so dot dot dot… So what were normally negative social chirps that disrespect your mamma, became thoughtful, funny mompliments.

On 5 May, we launched our Respect Your Mamma campaign with a special video dedication from Absa and Deep Fried Man to all the mother figures out there.

In the video he explained that we were looking for the best mompliments from social media fans. The top five momplimenters didn’t have to worry about macaroni-art or papier-mâché either. They won a R500 NetFlorist voucher to surprise their mammas, plus their mompliments were featured in an exclusive Deep Fried Man serenade video released on Mother’s Day.

The campaign was supported by daily Facebook posts and Tweets, including Tweets from Deep Fried Man himself. We also kept an eye out for Mother’s Day conversations on Twitter and sent customised mompliments to Tweeters to get the word out!