The campaign uses floral creative, created in-house, on the major portals. It also includes targeted CPC placement, which will feature on online games site Zylom, and integrated text links on Tiscali. The push is aimed at a mass-market female audience.
Online marketing agency Harvest Digital handled planning and negotiation on the media strategy.
Andrew Barratt, head of online marketing at Tesco.com, said: "Following the success of tactical digital activity booked around seasonal events such as Valentine's Day, we are ramping up our online campaign for Mother’s Day flowers and extending it across all the portals to increase the reach.”
Emma Wilson, director at Harvest Digital, adds: "Although this is very much a direct response campaign we’ve discovered that with the right offer and the right creative we can make brand style placements work against strict CPA targets."
The initiative builds on the success of previous seasonal campaigns, such as flowers, chocolate and wine promotions leading up to Christmas and Valentine’s Day.