Tassimo sings it sweetly for Mother’s Day

The Kraft brand is - literally - singing the praises of our nation's mothers this May with a custom Facebook app.

Tassimo is celebrating the individuality of Canadian mothers this May with a Facebook app that sends out personalized singing greetings to consumers, says Michael Kasprow, VP and CD, Trapeze.

Promoting its barcode-powered Tassimo individual coffee pods, the campaign features the Wibi choir from York University, which will be singing personalized greetings to Canadians’ mothers around the country when they request them via the custom app.  (A generic greeting has also been recorded for those with writer’s block.)

The customizable campaign kicks off on Monday and runs throughout the week until May 8.

“We will be recording the messages bespoke so that as people send the messages to their mother, we’ll be recording them so people get personalized messages from the choir,” Kasprow says. “We’re hoping to get 1,400 messages done during the week with the choir.”

The campaign will be promoted through a print ad in the Globe and Mail featuring mothers who work at Kraft, online ads on Facebook and wild postings in Toronto. Toronto-based Trapeze handled the creative and media is by from Starcom MediaVest Group Canada.

It isn’t the first time that Kraft has taken a unique approach to marketing with its Tassimo brand. The media and advertising for Tassimo in 2008 and 2009 won numerous awards, heralding its innovative approach to print and early adoption of new media strategies such as augmented reality.