Hallmark Takes New Approach in Fresh Ink Ads

Offbeat Campaign From Burnett Targets Younger Consumers
CHICAGO–Hallmark lets the cards speak for themselves in an at times irreverent and decidedly unHallmark-like launch campaign for its Fresh Ink line from Leo Burnett.
Print ads broke nationally earlier this month while television spots are running in test markets. The campaign is intended to appeal to a younger audience than is traditional for Hallmark, using the offbeat text of the cards themselves as its backbone.
One television spot features a couple getting intimate on a vibrating clothes dryer who stop suddenly to put an overly observant dog outside in the rain.