Match.com said the work marks an "initial step in a broader shift for the match.com brand as it looks to position itself at the very heart of British culture".
The activity uses the Jack and Jill icons used in previous ad campaigns telling their own love stories for the first time. The TV campaign broke last week.
Karl Gregory, marketing director and acting UK country manager at Match.com, said: "We've been helping start relationships for almost a decade and, in that time, we've led the category from being a niche way to meet someone to being as popular as finding a partner at work.
"Match works — a new relationship now begins every 10 minutes on the site — and we wanted this success to be reflected in our advertising. We are very proud of this campaign and it gives a hint to the direction we will be pursuing as we move into 2010."
Mother was appointed to the account in October following a pitch against VCCP, Bartle Bogle Hegarty, DDB, Adam & Eve and Fallon. The online dating site's ad account had previously been held by Hanft Raboy and Partners.
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