Case History Database

To ace Mother’s Day 2025 during a cost-of-living crisis, Kitchen Warehouse avoided generic retail promotions and gendered tropes. Discovering that mums often dislike their gifts, KW launched 'Mum'nipulate the algorithm' - an opt-in campaign letting women anonymously select gifts, which KW then served as hyper-targeted ads to their families. Using precise, user-driven targeting, KW bypassed cultural backlash and eliminated wasted ad spend. On a $495,911 budget, the creative disruption secured a +12.48% YoY revenue growth, crushing the +1.2% category average.

Simon Lamplough	Chief Customer Officer	Kitchen Warehouse
Emma Foreman	Marketing Manager	Kitchen Warehouse
Jo-Anne Pabst	Stylist & Creative	Kitchen Warehouse
Kellie Mitchel	Head of E-Commerce	Kitchen Warehouse
Moi Villanueva	UX & Design Manager	Kitchen Warehouse
Celia Garforth	Author/ Chief Strategy Officer	Special
Lindsey Evans	Chief Executive Officer & Partner	Special
Cade Heyde	Chief Executive Officer & Partner	Special
Julian Schreiber	Chief Creative Officer & Partner	Special
Tom Martin	Chief Creative Officer & Partner	Special
Simon Gibson	Executive Creative Director	Special
Alastair Flack	Senior Art Director	Special
Mark Starmach	Senior Copywriter	Special
Laurent Marcus	Innovation and Creative Technology Director	Special
Maggie Webster	Designer	Special
Margot Fitzpatrick	Executive Producer	Special
Sharon Gray	Digital Director	Special
Ada Tuna	Producer	Special
Danielle Senecky	Stills Producer	Special
Jen Bailey	Finished Artist	Special
Tori Lopez	Managing Director	Special
Chris Braks	Team Lead	Special
Elliot Aitken	Business Director	Special
Danni Dimitri	Managing Partner & Head of Strategy	Hatched Media
Adam Steward	Head of Performance & eCommerce	Hatched Media
Laura Comber	Business Director	Hatched Media
Diana Wong	Biddable Director	Hatched Media
Berlian Ayudya	Strategy Director	Hatched Media
Catherine Edghill	General Manager	Hatched Media