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Leo Burnett will attempt to imbue card giving with an everyday appeal in a $50 million effort for Hallmark Cards that introduces a line of lower-priced offerings.
TV spots make up the bulk of the launch of Hallmark’s Warm Wishes cards, which will sell for 99 cents each and roll out to grocery and drug stores as well as Hallmark shops this month. Its full-price cards cost around $2.50.
A 30-second TV spot that breaks March 15 gives examples of when such a card might be appropriate.
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