Almost half of mums (46%) across Northern Ireland say that they are either never or only rarely thanked by their children for what they do, a recent poll by Kingsmill has revealed.
As the fresh thinking local brand celebrates mums for making its 50/50 bread the number one choice in Northern Ireland, Kingsmill is calling on consumers to take the time to say ‘Thank You Mum’ for the invaluable role they play.
The survey, which was commissioned by Kingsmill also highlighted that a staggering 96% of mums say that a simple ‘thank you’ from their children helps them to feel appreciated and loved as well as “making everything worthwhile” from the early morning rises, to the temper tantrums, the making of beds and daily meals and for wiping away those tears.
And when it comes to thanking mum without words, it appears that it’s the little acts of kindness that mums value the most with more than a third (39%) saying a hug and a kiss or a simple flower (31%) from their children is a great way to show that they are appreciated.
Commenting on the research, Elva O’Connor, Brand Manager for Allied bakeries explained: “These results make it clear that no matter what age we are, we should all take the time to thank our mums for the essential role they play. We’ve listened to the research and that’s why we’ve launched the Kingsmill Kingsmill campaign.
“Mum always has the best interests of her family at the heart of everything she does so we want to thank mums for choosing to make our 50/50 white bread, containing wholegrain, the number one choice in Northern Ireland households.
“Our research suggests that it’s the token gestures that show mum that she’s valued, so we’ve teamed up with Ferguson Flowers to give mums across Northern Ireland an extra special treat in Belfast City Centre next Wednesday 20th November so be sure to look out for us there!”
The Kingsmill poll also indicated that daughters are twice as likely as sons to express acts of kindness towards their mums with 42% of girls as opposed to 20% of boys displaying affectionate acts of kindness towards mum.
Model mum and Kingsmill ambassador, Deborah Armstrong who is wife of footballing legend, Gerry Armstrong said: “I’m really encouraging people across Northern Ireland to support the Kingsmill ‘Thank You Mum’ campaign. As a mum myself of two girls, I know how hard we all work in juggling activities on a daily basis and it is always lovely to be acknowledged for our hard work.”
The Kingsmill ‘Thank You Mum’ roadshow, recognising the efforts of mums across Northern Ireland will be in Belfast City Centre on 23rd November and 7th December and in Derry~Londonderry on 30th November.
For more information on the campaign go to www.facebook.com/kingsmill or join the conversation at #thankyoumum5050
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