Love is in the air, and not just in the City of Brotherly Love. With the Super Bowl behind us, marketers are turning their attention to romance with promotions and activations around Valentine’s Day. Brand Innovators has your round-up of what many marketers are up to this season. All of the usual suspects – candy, flowers, food and dating – are here, with many pushing romantic options (and a few suggesting ways to savor being alone or broken up).
Brach’s
For the first time in five years, Valentine’s Day falls on the same weekend as Presidents’ Day, giving those in the United States an extra day to spend with their sweetie. Brach’s, the maker of one of two brands of popular conversation hearts, found that nearly half of Americans (48%) plan to take advantage of the timing to take V-day off and have a four-day weekend.
Still, there will be plenty of people outside of the U.S. who will be celebrating only on Friday, and for them, Brach’s has introduced a new line of globally inspired Conversation Hearts with new flavors – including passion fruit, pina colada, mango and peach – and phrases such as Besos, Liebe, Meine and Oui.
Sweethearts
Meanwhile, Sweethearts, the other conversation candy brand, is using its candies to help couples take their relationships to the next level. Using scannable AI technology, consumers can use the hearts to convey messages such as “Move In?”, “Marry Me” and “4EVER EVER” and then scan those hearts to book movers, get a marriage license or even get a heart-shaped headstone.
Manly Man Co.
Not to be outdone, Manly Man Co. is offering a line of Meat Cards, greeting cards made of beef jerky that can include customizable messages. (Some of the messages have gone beyond the double-entendre to take a direct line between meat and men.) On the tamer side, the company is also selling Beef Jerky Flower Bouquets and Meatharts, which are beef jerky snacks shaped like hearts, etched with sayings like “Beef Mine.”
Godiva
Of course, Valentine’s Day would be nothing without chocolate, and among premium chocolatiers, Godiva is encouraging consumers to “Say it with Chocolate” this Valentine’s Day with a 14-piece gift box as part of its “Love, Godiva” campaign. As part of the campaign, the brand is paying homage to the timeless traditions of the love letter across its social channels, highlighting classic love poems and letters and encouraging fans to tag loved ones on social media for a chance to win some chocolate treats of their own. The brand will also take over a Times Square display, lighting up more than 1,550 LED screens with its “Say it with Chocolate” message.
Sumo Citrus
Enough with the candy and chocolates. Sumo Citrus and Gopuff have teamed up to ensure that people can find their true mates (i.e., one that will peel an orange just because) with a limited-edition heart-shaped box featuring six Sumo Citrus fruits. The offer is only available, however, for sweethearts in areas around Los Angeles and New York City.
White Castle
Apparently, it wouldn’t be Valentine’s Day without a White Castle promotion. Believe it or not, the fast-food chain has been turning its restaurants into “Love Castles” featuring special decor, hostess seating and tableside service for 34 years. This year is no different, with participating restaurants taking reservations on OpenTable. For those who don’t live in an area where such a service is available, the chain is bringing back its “Love Kits,” of 20 frozen sliders that can be prepared at home. “The Love Kit is White Castle’s way to meet lovers, and lovers of the Crave, wherever they may reside on Valentine’s Day,” said Jamie Richardson, vice president at White Castle, in a statement.
Knorr
For those looking for a little love, Knorr has teamed up with Tinder to reveal that one of the biggest green flags for potential partners is knowing how to cook. According to a survey conducted by the two companies, 93% of Gen Z singles think cooking is an appealing trait in a mate. Accordingly, the two brands are encouraging users to #UnlockYourGreenFlag and add cooking to their list of interests on their Tinder profiles to get more matches.
Red Robin
Who needs a diamond when you’ve got onions? Red Robin Gourmet Burgers will cover the cost of an engagement ring for one couple (up to $10,000) who is willing to get engaged over an onion ring at one of the chain’s locations over Valentine’s Day weekend. They’ll also get a $180 gift card redeemable for towers of onion rings for the duration of their engagement. “With many couples choosing to select their engagement rings together, what better way to say, ‘I do’ than with an onion ring, followed by the excitement of picking out your forever ring together?” said GJ Hart, president and CEO of Red Robin, in a statement.
Dominos
Don’t want to go out? Dominos and [yellow tail] wine have partnered on a red wine blend that pairs with take-out pizza. The bottles are even affixed with a special “Twist.Tap.Order.” cap that, when twisted off and tapped to a smartphone, will assist users with placing an order through the Dominos app.
DiGiorno
Or, go frozen. DiGiorno is offering consumers a doubly symbolic offering with a heart-shaped pie topped with artichoke hearts (apparently an aphrodisiac). The pizza was available to order online in early February.
Hormel
For those who would rather make their pizza romance at home, Hormel has created limited-edition Heart-to-Heart kits, which include all of the ingredients necessary to create pizza at home, including heart-shaped pepperoni. “Valentine’s Day is a great opportunity to show our loved ones that we care, and what better way to do that than everyone’s favorite love language: pizza,” said Andrew McElroy, associate brand manager at Hormel Foods, in a statement.
Barilla
Not into pizza? Barilla is bringing back its limited-edition heart-shaped pasta for the third Valentine’s Day in a row with expanded availability throughout the country. The brand also has two special recipes – Creamy Red Pepper Sauce with Heart-Shaped Pasta and Pink Sauce Heart-Shaped Pasta with Beets – on its website. “At Barilla, we believe that love comes in all shapes, and food is a universal way to celebrate it,” said Angie Cotter, U.S. pasta category marketing director at Barilla, in a statement. “Whether you’re sharing a meal with a partner, family, or friends, Barilla’s pasta makes it easy to celebrate the people you care about and fill the table with joy.”
1-800-Flowers
It’s one of the biggest flower holidays of the year, and 1-800-Flowers is planning on delivering more than 24 million stems, including 15.5 million roses for Valentine’s Day through several promotions, including team-ups with Animal Planet’s Puppy Bowl. NFL, Disney and Barbie. The Brand is also collaborating with LoveShackFancy for a line of bouquets and buttercream frosted cookies.
Angel’s Envy
Distillery brand Angel’s Envy partnered with floral company East Olivia to create a Floral Gift Set that included a handcrafted card that doubled as a floral garnish for an Angel’s Envy Amore Manhattan (recipe included in the package, along with a 750 ml bottle of the brand’s bourbon).
Build-a-Bear
Forget the kids, Build-A-Bear has made an “After Dark” collection of stuffies for Valentine’s Day available through its, 18+ age-gated “Bear Cave” microsite. The so-called Cuddly Cougar gift sets include stuffed animals in outfits such as fur coats, sequins, suggestive t-shirts and wine glasses. They also include a recordable sound chip for gift-givers to record a personalized message.
Dating.com
For those looking to find a match on Valentine’s Day, Dating.com has launched a new feature, Virtual Spaces, that enables users to meet digital avatars in virtual rooms for more realistic meetups. Users can choose different room styles and decor and furniture, as well as outfits. “When people can connect in a space free from physical, financial, and geographic limitations, they have the freedom to be fully themselves. This kind of environment encourages deeper, more authentic connections, where people feel safe to open up and engage in meaningful conversations,” said Sabrina Bendory, relationship expert at Dating.com, in a statement.
Yuzu
It has been said you can’t find true love until you truly love yourself. With that in mind, dating app Yuzu is encouraging users to focus on themselves with a campaign tagged “#SelfCareWithYuzu.” At the heart of the campaign is an in-app challenge that rewards users for prioritzing their well-being. The campaign includes influencer collaborations, immersive real-life events and a partnership with Isshiki Matcha. “Self-care is more than just a trend—it’s an investment in personal and social well-being,” said Cindy Lim, head of brand and marketing for Yuzu, in a statement. “For Gen Z, connection isn’t just about swiping through profiles; it’s about building relationships rooted in self-awareness, authenticity, and holistic wellness. As young people navigate an increasingly fast-paced digital world, they are redefining what meaningful relationships look like, placing mental, emotional, and physical well-being at the center of their social lives.”
Minnesota Zoo
The Minnesota Zoo is offering people a chance to name a bug in someone’s honor that will later be fed to one of the zoo’s inhabitants, such as golden lion tamarins, chameleons, opossums and turtles. While the zoo claims the bug can be named after a “friend or foe,” who are we really kidding? This one is purely for those who want to name a bug after an ex and then have that bug fed to another animal, especially because those who are named will be informed of the honor via an e-card.
Stonyfield Organic
Stonyfield Organic is encouraging people to sever ties with their exes and purify their lives (and win $1,000) through the Toxic Ex Challenge. “At Stonyfield, we are obsessively organic and passionate about removing toxins from our consumers’ lives. But toxins don’t just lurk in pesticides, they can be apparent in relationships too,” said Chris Malnar, vice president of marketing at Stonyfield Organic, in a statement. “Through the Toxic Ex Challenge, we hope to bring attention to a variety of ways people can detox their lives from their social circles to the food they eat.”
Chispa
Chispa, a dating and friendship app for Latinos, kicked off a new campaign to celebrate the holiday with an off-Broadway production called, “AMOR WITH NO B.S.,” a first for a dating app.
The one-time performance, which ran at The Flea Theater in New York, was inspired by Romeo and Juliet, Twelfth Night, and Hamlet. The performance kicked off a campaign focused on overcoming dating stereotypes. The campaign includes digital and in-person activations, including street performances, behind-the-scenes content and new in-app features.
