Advertising: Hallmark Unwraps Plans for Holiday Season

Hallmark will break a holiday ad in November in support of its new Keepsake ornaments while also extending its "Rememberin'" campaign, via Leo Burnett, Chicago.

The 30-second "Family Tree" spot, which will run on prime time network and cable, targets women with children under the age of 12. The setting is a schoolhouse on a sunny day in Florida during the Christmas season. A teacher is talking about winter where she grew up and how there was always tons of snow during Christmas. The students ask if she'll get to see her family this year and the teacher says, "No." However, she soon receives a package with the ornaments, which are small hanging picture frames, on the wrought-iron Keepsake tree. A student says, "Looks like your family's here."

Supporting print will run in about a dozen magazines including the December issues of Better Homes & Gardens, Good Housekeeping and Parenting. Ornaments and the tree retail for $9.95 and $39.95, respectively.

A Sunday circular offer for Hallmark's Wooly Mittens stuffed bear for $3.95 with the purchase of three cards also supports along with an offer for a Wooly Mittens cookie plate for $2.95.

The "Rememberin'" branding campaign, which launched April 22, will continue through the holidays with two new Christmas spots. Five executions featuring black and white photography and the jingle "Rememberin,'" performed by Grammy winner Shawn Colvin, have aired.

Hallmark said it spent $30 million for this initial buy. Tag: "They'll never forget you remembered." Hallmark would not reveal its budget for two new holiday spots, which will have the same look and feel, airing in late November.

The campaign is being continued because "it has really struck a chord with our target consumer [women 35-and-up]," said Kylie Watson-Wheeler, director of advertising for Hallmark. "We didn't want to lose momentum."

Kansas City, Mo.-based Hallmark spent $29.2 million in the fourth quarter of 2001 ($83 million total) and $58 million in the first six months of 2002, per CMR.