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.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).