McCain Foods Canada has launched a Mother's Day campaign by encouraging partners and kids to take more candid photos of mom.
The company is giving three Canadian families the chance to win a professional photography session.
To kickstart the campaign, McCain partnered with photojournalist Krisanne Johnson to capture candid photos of real moms with their families in their homes. The company surprised each of the moms with the professional photographs on display in a gallery setting.
"A mom's endless day-to-day efforts are all in service of bringing the family together. This Mother's Day, we wanted to find a way to meaningfully celebrate these moms that bring us together," said Matt Kohler, managing director, Canada retail at McCain, in a statement. "A family photo can be such a simple gesture, but it can mean the world to these moms. So we're calling on partners, kids, friends and family to put mom in the picture this Mother's Day, and show her how much she truly means."
McCain also partnered with viral content creators, best-selling authors and podcast hosts Cat and Nat, as well as Canadian actor and director Jason Priestley.
To win one of the three professional photography packages, partners and kids need to tag a deserving mom in the comments of McCain's official Instagram entry post.