How do we take an antique, nostalgic brand with a small, loyal following with a local footprint, and make an impact nationally during one of the most hotly contested holidays of the year?
NECCO Sweethearts have been a staple in America on Valentine’s Day for over 150 years, yet the window of opportunity has remained from just after Christmas to February 14, and after that, Sweethearts become irrelevant.
We sought to directly leverage Sweethearts fans and their digital behaviors to boost exposure of the campaign organically, extend the window, and make an impact nationally during one of the most hotly contested holidays of the year.
"Hill Holliday has been an arm-in-arm partner. They really challenge you to think even greater things are possible for your business."Mike McGee CEO, NECCO