Australian frozen foods brand Birds Eye has launched a Facebook app as part of its social media campaign to celebrate Mother’s Day on 12 May 2013.

The Birds Eye brand, which is owned by leading food manufacturer Simplot, named this social media app ‘The Mumometer’, and said the app is part of its feminising campaign to celebrate the hardworking mothers of Australia.

Simplot invites Mums to the Birds Eye Australia Facebook page and to answer a couple of basic questions to find out “how many hugs, sacrificed hours of sleep, bed time stories told and hearty meals” have been given to their children throughout the year.

Their “Mumbers” are then presented as an infographic, which mothers can then share with their friends. Simplot hopes the sharing of this information will encourage other mums “to give themselves a much-deserved pat on the back”.

“Mother’s Day is the ultimate day to recognise mums and praise them for the heroes they are,” said Tara Lordsmith, Simplot Australia General Manager of Retail Marketing. “The development of this app allows Birds Eye to celebrate mums around Australia and then share it on Facebook,” she said.

The app was created by digital marketing company Hard Hat Digital and will expand Birds Eye’s 80,000 strong Facebook fan base.

“Mumbers has got all of the ingredients for a successful socially led campaign,” said Dan Monheit, spokesperson for Hard Hat Digital, the Company that created the app for Simplot.

The app is live and available at facebook/BirdsEyeAustralia.

Australian Food News notes that earlier this year another Simplot brand, John West’ featured the introduction of a female character into its television campaign. The new Birds Eye campaign appears not only to appreciate the difficult roles of hardworking mothers but may improve the Company’s opportunities to learn more about the daily experiences of its customers.

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