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. “We spent a lot of time developing a line that had a strong call to action.”

The first of five TV spots is a Mother’s Day-themed effort. It uses a song, with lyrics by Burnett chief creative officer Cheryl Berman, called “Remember in’.” It is accompanied by black-and-white photos by photographer Sharon Wohlmuth.

The song has lyrics such as, “It’s about that connection between me and you” and “I’m smiling now because I remembered you.” Text encourages viewers to re member aunts, daughters, mothers and friends.

“What we wanted to do was remind the target of all her relationships,” Berman said. “The target uses cards a lot; they don’t want to do e-mail or faxes. They want to make a connection.”

The Chicago shop enlisted Grammy Award winner Shawn Colvin to sing the song and actress Blythe Danner to deliver the tagline in a voiceover.

The other four spots will showcase different traditional card-giving occasions, such as birthdays and Father’s Day. One of the birthday spots will resemble the current Moth er’s Day execution. The others will be more story-oriented, Berman said.

Supporting radio commercials are being tested in Boston and Indianapolis. If the results are satisfactory, the ads will extend to the rest of the country. Print has not been planned, Berman said.

Hallmark spent $60 million on advertising for its greeting cards last year, according to CMR; this includes promotional and seasonal advertising.