Hallmark came under fire today after claiming ‘all the best mums really do get promoted to grandmas’ in a social media post that was blasted as ‘enormously insensitive’.

The greeting card company has apologised after being criticised online for a tweet designed to advertise Mother’s Day products.

A now-deleted post from the UK and Ireland account read: ‘Let’s face it, all the best mums really do get promoted to grandmas!

‘And, no matter whether yours is a nifty nana, a no nonsense nan, a glamorous granny or simply, a super gran, we’ve got the perfect way to show her some appreciation this Mother’s Day!’

Dozens of readers were left fuming, with many claiming Hallmark had been ‘offensive’ to mums whose children cannot have kids or had chosen not to.

A Twitter user named Alix Fox wrote: ‘This is enormously insensitive wording. There are all sorts of reasons why many great mums aren’t grandparents; lots are utterly heartbreaking; none lessen the value of them or their children.’

Anne Durant added: ‘Stunning insensitivity towards really good mothers who for many, sometimes tragic, reasons are not and never will get to be grandmothers. They don’t count in Hallmark world?’

Another social media user named Sorcha claimed the whole advertising campaign was deeply flawed.

She wrote: ‘Not only is this hugely insensitive but it also makes absolutely no sense as a concept and there’s a million better ways to market granny gifts on mother’s day. 

‘Like a whole marketing team looked at this and thought it was good. Sad.’

A woman named Kate said: ‘Wow. Do better. Do much better. Maybe hire a new marketing person too.’

A Hallmark spokesperson told Metro.co.uk: ‘We understand why people have been upset by our Mother’s Day social media post and we sincerely apologise for not choosing our words more carefully.

‘As a company that values love and caring in all families, we never want to disrespect anyone or their personal experiences.

‘We have deleted the posts and will determine a more appropriate way to celebrate grandmothers.’

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