With just four days left to go before Valentine’s Day, as high street retailers seek to ignite customers passion with their greeting card selections instore, online operators Moonpig and Thortful are set to raise awareness of the first Spring Seasons event of the year through some unexpected marketing and product approaches.
Moonpig has certainly galvanised some PR power with its innovative tie-up with KFC for a limited edition card collection, which even includes a scratch ‘n’ sniff design card with the mouthwatering aroma of KFC’s Original Recipe.
The KFC x Moonpig collection of eight designs have been created by the Moonpig team, to convey affection with a Colonel Sanders twist.
And catering for all tastes, the range includes a Vegan-tines card which pays homage to KFC’s latest launch, the Vegan Burger.
Some 10% of all proceeds will be donated to the KFC Foundation, which works with charity partners involved in developing and nurturing young people.
Meanwhile, fellow online card operator, Thortful has invested in its first TV, radio and online advertising campaign for several years. Having teamed up with audio visual company Redolution, Thortful has taken to the screen and airwaves with various iterations to appeal to the romantics and dog lovers among us.
Here is one of the Thortful adverts, featuring Piper the cockerpoo:
The adverts are being broadcast across Sky, C4 and ITV2 while the radio adverts are being aired on Heart FM across several regions including Sussex, Kent, Thames Valley and the West Country.
Sarah Pearce, head of marketing at Thortful revealed that that “ Thortful continues to achieve 100% growth per annum” and says that the adverts, which reflect the company’s “funny, naughty persona” will enable it to reach “a brand-new audience with our carefully curated greeting cards you won’t find anywhere else!”
Redolution managing director Alison Grady added: “The ads were well-received. We know the chemistry worked and we know we sparked one or two blushes. We had some technical challenges – our adorable dog was filmed independently of our actors, all done at our in-house green screen studios – but everything came together beautifully. The ads are working and we’re delighted with people’s response to our presentation of a more Thortful way to say ‘I love you’.”
Top: The scratch ‘n’ sniff KFC Valentine’s Day design from Moonpig.