Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.
This holiday season, Walmart is taking a page from The Hallmark Channel—sort of.
While the cable network remains the undisputed champion of the holiday film genre, the mega-retailer is throwing its own hat into the romcom ring. Its new 23-episode series, Add to Heart, aims to connect with shoppers who watch the sweet guilty pleasures alongside holiday traditions such as decorating, shopping and baking cookies.
With its name and opening title graphics giving a subtle wink to the online shopping experience, Add to Heart follows a young woman named Jessica working as an interior design assistant in New York as she navigates the usual romcom tropes.