3 Brands That Showed Up for Moms on Mother’s Day 2025
Whether you're gifting flowers, booking brunch, or surprising her with a bold tee that says “Empowered Women Empower Women,” Mother’s Day is a moment to celebrate the women who show up—every single day. And while gifts are always appreciated, what moms really want is to feel seen, supported, and valued.
This year, a few standout brands took that message to heart. Instead of leaning solely on sentimental ads or limited-time offers, they launched campaigns that delivered something far more meaningful: real impact. From maternal mental health resources to childcare for working moms, these companies proved that the best Mother's Day campaigns don’t just speak to moms—they support them.
Here are three standout companies that didn’t just say they care about moms—they proved it.
Momcozy: Building the “Momcozy Village”
Known for their maternity and nursing products, Momcozy used Mother’s Day as an opportunity to advocate for postpartum mental health. The brand launched a campaign in partnership with TV personality Becca Kufrin and Postpartum Support International (PSI) called “Momcozy Village.”
For every message of support submitted through their platform, Momcozy donated $1 to PSI, helping fund critical resources for women navigating perinatal mood and anxiety disorders.
Why it worked:
Momcozy turned celebration into solidarity—centered on community, not consumerism. By shining a light on maternal mental health and contributing real funds to a trusted organization, they showed up in a way that mattered.
Willow x Canopie: 1 Million Hours of Mental Health Support
Breast pump brand Willow teamed up with Canopie, a digital mental health platform, to launch a powerful campaign aimed at addressing the silent crisis of postpartum mental health. Together, they pledged to donate 1 million hours of maternal mental health support to mothers in need.
This initiative provided mothers with free access to Canopie’s clinically-backed mental wellness programs—at a time when nearly 1 in 5 women experience perinatal mental health challenges.
Why it worked:
It was bold, specific, and measurable. Instead of offering a discount code or a bouquet, Willow offered care—at scale. The timing made it a meaningful tribute to moms everywhere, particularly those in their most vulnerable season.
CAKES: Putting Policy Behind Their Values
CAKES, a company founded by working moms, took their commitment a step further this year. Just before Mother’s Day, they announced a new childcare reimbursement benefit for their employees. The initiative was rolled out internally before being publicized, reinforcing that this wasn’t just a PR play—it was a genuine effort to support the team behind the brand.
Why it worked:
CAKES didn’t just talk about supporting moms—they institutionalized it. In a world where benefits often lag behind messaging, this move set a precedent for what modern employer support can look like.
A New Era of Mother’s Day Marketing
The best Mother’s Day campaigns in 2025 weren’t just the most beautiful—they were the most impactful. Momcozy, Willow, and CAKES proved that the future of brand storytelling is rooted in action. Because when you support moms meaningfully, the message speaks for itself.
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