New Hallmark Tag Puts Spotlight on Relationships

Hallmark abandons its 4-year-old “Cards work” tagline for a softer, more brand-oriented approach in a new $30 million campaign from Leo Burnett.

The work, which breaks today, in troduces the line, “They’ll never forget you remembered.” The goal is to highlight the importance of relationships to the target audience of women over 35, said Kylie Watson-Whee ler, the Kansas City, Mo., company’s director of advertising.

“It’s about reminding her how it feels to give and receive a card,” Watson-Wheeler said.