Walmart Canada Announces New Award Program Celebrating Moms

Olympic gold medalist Hayley Wickenheiser joins Walmart to recognize and reward inspirational Canadian Moms

Mississauga, ON – May 9, 2012 – Canada is home to 9.2 million* mothers who, every day, through actions big and small, serve their families as chief scheduler, organizer, driver, coach, nutritionist and caregiver. Though the job is a labour of love, it also carries the weight of the most important position on the planet: it is the role responsible for nurturing kind, confident children, for building strong families and for helping to shape the communities in which we live. In honour of all that moms do, Walmart Canada is celebrating Mother’s Day by launching the Mom of the Year Award, an annual initiative designed to give Canadians an opportunity to recognize the enormous contribution of their mothers.

According to a recent survey conducted by Leger Marketing for Walmart Canada, 84 per cent of Canadians feel that being a mom is one of the toughest jobs there is. On May 10, 2012, Canadians are encouraged to participate in the Mom of the Year Award program by nominating the important moms in their lives.

“The Mom of the Year Award gives all of us an opportunity to say ‘thank you’ to those mothers who have had the biggest impact on us,” said Shelley Broader, president and CEO of Walmart Canada. “We hope that every Canadian will join us in our charge to give back to moms by nominating a special mom they know.”

Eighty per cent of those surveyed credit their mothers with having a significant influence on who they are today, and Walmart Canada wants to hear about her qualities and her impact. Once nominated, each mom will be asked to outline one charity or cause that is close to her heart because the Award recipient, who will receive $10,000 to pamper herself, will also receive $100,000 for donation.

How the program works

A Selection Committee of Mom Ambassadors comprised of three admired Canadian mothers and two Walmart Canada moms will determine the recipient of the Mom of the Year Award. Olympic champion and women’s hockey icon Hayley Wickenheiser, Editor-in-Chief of Today’s Parent magazine Karine Ewart, and celebrated opera singer Natalie Choquette will work alongside Senior Vice-President of Marketing for Walmart Canada, Emma Fox, and Broader.

This Committee will select eight finalists who will be flown to Toronto for a day of pampering, a photo shoot and an awards gala in the fall. Each finalist will receive $10,000 to spend on themselves, and seven will receive an additional $10,000 each for their charity or cause of choice. The Mom of the Year award recipient will receive $100,000 for the charity or cause of their choice.

“I’ve had many coaches over my 19-year career, but the most important in my life has unequivocally been my mom,” said Hayley Wickenheiser, professional hockey player, Olympic gold medalist and mother. “It is because of her that I feel equipped to be a strong role model for my own son, so I’m honoured to be part of this program that rewards Canadian moms for the important roles they play.”

Nominations for the Mom of the Year Awards close on July, 8, 2012, and finalists will be notified the following month by August 15. To participate in the program and support Canadian moms, visit


Additional Survey Results

  • Close to two thirds of Canadians (64 per cent) consider their mom to be one of their heroes, and 57 per cent consider their mom to be one of their most trusted confidantes
  • Sixty-nine per cent of Canadians say their Mom has helped them through a crisis or major obstacle
  • More than four in 10 Canadians have sought child rearing or medical advice from their mom (43 per cent and 41 per cent respectively)
  • On Mother’s Day, one-third will show their mom they love her by visiting her (35 per cent), giving her a gift (34 per cent) or calling her (32 per cent)
  • Others mention giving flowers (23 per cent), or either cooking for her or taking her out for a special meal (22 per cent) on Mother’s Day


The survey was completed online from April 16 to 18, 2012 using Leger Marketing’s online panel, LegerWeb, with a sample of 1500 Canadians, 19 years of age or older. A probability sample of the same size would yield a margin of error of 2.53 per cent, 19 times out of 20. Leger Marketing’s online panel has approximately 400,000 members nationally – with between 10,000 and 20,000 new members added each month, and has a retention rate of 90 per cent. Panel members are randomly selected to receive email invitations to the individual surveys.

About Walmart Canada

Walmart Canada operates a growing chain of discount stores and supercentres with more than 330 locations nationwide serving more than one million customers each day. With nearly 90,000 associates, Walmart Canada is one of Canada's largest employers and is recognized by Waterstone Human Capital as having one of Canada's top 10 corporate cultures. Walmart Canada is focused on helping Canadian families in need. Since 1994, Walmart has been committed to helping families in need. The company has donated to and raised more than $160 million for Canadian charities and not-for-profit organizations.

For more information, please contact:
Catherine Mitchell / Daina Astwood-George
APEX Public Relations Inc.
416-934-2103 / 416-934-2104 /