Hallmark’s Cup Runneth Over With Frothy Responses To Its Recycled Coffee Cup Collection 

“The Cup Cycling collection from Hallmark couldn’t fail to attract attention at PG Live – the inventive display and the message certainly caught my eye,” Jo Sorrell, owner of Cardies in Stevenage commented to PG Buzz when I asked to pick out her product highlights from the recent show. “Good for Hallmark for encouraging awareness and being proactive in such a striking way,” stated the award-winning indie about the new Hallmark collection that is being produced using board, made by Cumbrian papermakers James Cropper from recycled coffee cups and responsibly sourced paper pulp.

Reinforcing its commitment to the range and the environmental message it demonstrates, Hallmark dedicated almost an entire stand at PG Live to the new Cup Cycling collection.

Above: Every PG Live tote bag included details about the new collection.
Above: Every PG Live tote bag included details about the new collection.

“PG Live was the perfect platform for us to launch the collection, appealing to a wide spectrum of retailers both with its strong environmental credentials as well as the diverse mix of design styles and editorial tones,” Esther Key, Hallmark’s head of marketing told PG Buzz.

Above: A trio of cards from the new range.
Above: A trio of cards from the new range.

Many of 44 designs in the range had also been reapplied onto coffee cups that were attractive displayed on the stand, acting as a powerful visual explanation of what the range was about. And not to miss a trick, the publisher also included some paper coffee cup shaped marketing in all the PG Live keepsake tote bags that were given to all attendees to the show, making the most of related punnery, such as ‘espresso yourself’ and ‘thanks a latte’.

The dedicated brochure goes into detail about how the board in made, using James Cropper’s ground-breaking recycling process dedicated to upcycling take-away cups and turning them into beautiful papers.

Above: (left-right) Hallmark’s  Amanda Del Prete, Laura Brunton, Lucy Hethington and Matt Critchlow on Hallmark’s ‘Cup Cycling’ stand at PG Live.
Above: (left-right) Hallmark’s  Amanda Del Prete, Laura Brunton, Lucy Hethington and Matt Critchlow on Hallmark’s ‘Cup Cycling’ stand at PG Live.

The range, which will be launched into retail in October, spans five distinct capsule collections, from sophisticated classic through contemporary to cute.

The collection will be supported by PoS and a 2’ and 1’ shipper is also available to create impact instore.

Above: The rear of the cards details its board’s provenance. 
Above: The rear of the cards details its board’s provenance.

Top: Amanda Del Prete on the Hallmark stand at PG Live on which the Cup Cycling collection took centre stage.

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