Hallmark Cards, Inc.: Sneak A Peek campaign

Susan Risland

With its "Sneak a Peek" advertising campaign, Hallmark Cards, Inc., hoped to convince consumers to insist on buying only Hallmark greeting cards and to check the brand insignia on the backs of cards they received.

Hallmark Cards, Inc.: Sneak A Peek campaign

Susan Risland

OVERVIEW

With its "Sneak a Peek" advertising campaign, Hallmark Cards, Inc., hoped to convince consumers to insist on buying only Hallmark greeting cards and to check the brand insignia on the backs of cards they received. "This campaign hinges on the concept that there is only one thing consumers need to know: it's Hallmark, cards that say what they think and feel, the brand they trust," said Brad Van Auken, the company's director of brand management and marketing. The television spots for the campaign featured a young married couple either exchanging...

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