DALLAS RD&F Advertising launches a new holiday image campaign today for Calloway's Nursery, the shop said.
The spot from the Addison, Texas-based shop opens with an older woman buying a poinsettia plant from a Calloway's sales clerk. As he hands her the receipt, she pulls him in close for a kiss on the cheek. The next shot shows a mother and son buying a Christmas wreath from the same clerk. Again, before the woman leaves, she kisses him on the cheek. In the final scene, a tall, husky man brings a Christmas tree to the counter. As he stands the tree up, the camera pans out to show it's the exact height of some mistletoe that's been hanging from the ceiling. As the sales clerk looks up at the man with trepidation, a voiceover says, "Premium trees, poinsettias, wreaths and more. There's a lot to love at Calloway's." The spot ends with the man planting a kiss on the sales clerk's forehead.
According to shop principal and creative director J Frederick, the spot will run through Christmas on Dallas/Fort Worth broadcast channels and local spot cable. The campaign will also include holiday inserts in The Dallas Morning News and The Star-Telegram in Fort Worth.
Frederick said the primary goal is to increase the awareness of Calloway's as a holiday shopping destination. In addition to the TV spot, extended store hours and "Calloway's for the Holidays" signage will be used to attract shoppers.
RD&F won creative and media duties for the nursery's Dallas/Fort Worth division last month following a review.
The chain, which has 16 retail locations in the local area and additional sites in San Antonio and Houston, previously used the services of Stuart Bacon Advertising, which closed its doors in September 2002.
Billings are undisclosed. The Fort Worth client spent $1 million on media last year, according to Nielsen Monitor-Plus.