How brands are trying to win hearts for Valentine's Day

Amidst the deluge of red roses and chocolates, brands are going after consumers with everything from emojis to a matchmaker in the produce aisle. Campaign rounds up the Valentine's Day marketing highlights so far.

Marks & Spencer's Valentine's Day campaign
Marks & Spencer's Valentine's Day campaign

Durex

The condom brand ditches romantic clichés and encourages people to just have sex. The spot, which shows a couple mowing down circles in a field of roses, follows research by Durex that found 49 per cent of Brits do not look forward to Valentine’s Day.

Tesco

Can your shopping basket help you find love? That is the question posed by Tesco in its Valentine’s Day ad, which invites a psychotherapist to match potential dates based on the contents of their shopping baskets.

NHS Blood and Transplant

Some things are better left unsaid on Valentine’s Day, says the NHS, but an organ donation decision isn’t one of them. The ad shows a series of uncomfortable moments on dates, such as when a man tells a woman, "You’re gorgeous. You remind me so much of my sister."

Marks & Spencer

The retailer’s "adventures in love" campaign showcases its range of gourmet food and treats for the perfect romantic night in, including steaks, heart-shaped handmade chocolates and pink champagne.

House of Fraser

House of Fraser has gone a bit emoji crazy with its #emojinal social media push for the holiday, which shares images of celebrities with emojis superimposed on them. If followers can crack a code made up of emojis symbolising a romantic comedy, they will receive a 10 per cent discount to shop online.

Marmite

Marmite has created a limited edition range of Valentine’s Day jars that people can personalise with messages to their loved ones. The campaign plays on its famous love/hate brand positioning by offering declarations such as, "Love me or hate me, I’m yours".

Ted Baker

The retailer rolled out an interactive microsite for its digital Valentine’s campaign. Created by digital agency Smack, the site includes a fishing game that asks users to ‘fish a sole mate’ and enter to win prizes if there’s a match.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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