Hallmark: $50 Mil. Greeting

Burnett Pushing 99-Cent Cards for All Occasions
CHICAGO–Leo Burnett here attempts to give card giving more of an everyday appeal with TV spots that are part of a $50 million marketing effort by Hallmark Cards.
The ads make up the bulk of the launch of Hallmark’s Warm Wishes cards, which will cost 99 cents each and be available at grocery and drug stores as well as Hallmark shops by mid-March.
A 30-second TV spot that breaks March 15 provides examples of when such a card might be appropriate. Messages on screen include, “It’s your boss’ 39th birthday. Again,” and “Your daughter answered call waiting.”
A voiceover finishes the price-point message, saying, “Suddenly, everything’s an occasion now that there’s dozens of Hallmarks for 99 cents.”
The campaign’s rhetorical “Why not?” tagline is meant to show consumers there’s no excuse not to send a card, said Ellie Callison, Hallmark’s vice president of advertising.
Later executions will link the line to traditional holidays such as Easter, Valentine’s Day and Mother’s Day, Callison said.
Other promotions for the line include free card giveaways at 20,000 retailers and in newspapers in 24 markets.
Hallmark will continue its “You know what to look for” tag for its flagship line and “where appropriate,” Callison said.
The Warm Wishes line came out of research that showed consumers wanted cards that were available everywhere for all occasions at lower prices. The work was unrelated to meetings Hallmark had with its ad agencies last year to discuss strategy.
Hallmark Inc. spent $130 million on advertising for all its divisions last year, according to Competitive Media Reporting.