Asda is giving away a free item in 550 of its UK stores this Saturday to customers who say a ‘secret code phrase’. In celebration of Mother’s Day, the retailer is offering free flowers to customers who say the phrase “mum’s the word” to a community champion colleague across all of its supermarkets and superstores on March 14. Those who say the secret code phrase will receive a bunch of daffodils completely free of charge, while stocks last.
Asda said the offer is to give mums a moment of well-deserved fuss and spoil them ahead of the big day on Sunday. According to a survey conducted for Asda via research and insights agency Perspectus Global in February 2026, one in five (18%) of UK mums put themselves last and often insist “don’t worry about me” when it comes to gifts, while 17% ask not to have money spent on them.
Asda said the freebie is a small way to change this and ensure mums up and down the country feel appreciated on Mother’s Day.
An Asda spokesperson said: “We know all too well that mums can often put themselves last and so this Mother’s Day, we’re here to change that.
“We’re celebrating mums up and down the country the Asda way. Because even though they always say, “Don’t worry about me”, this time we absolutely are.
“We’re giving away fresh daffodils in 550 stores nationwide to make sure every mum feels appreciated. Just pop into your local Asda, say “mum’s the word”, and pick up a bunch on us.”
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The daffodil giveaway will only be available for one day only on Saturday, March 14, at all 550 Asda supermarkets and superstores.
To get the freebie, customers simply need to say “mum’s the word” to a designated Asda community colleague and will receive a bunch of daffodils.
The flowers will be given away on a first come, first served basis and are limited to 80 bunches per Asda store. Only one bunch will be given per person and customers don’t need to make a purchase in the supermarket to get their free flowers.
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