Happy Hallmark to All
For The Paper Store, “Your favorite Hallmark Gold Crown Store”, we built an integrated campaign around a unique selling proposition: The Paper Store eliminates the holiday stress of running from store to store. With a wide selection of gifts for all – from women’s fashion to children’s toys – the Paper Store is your “one store and done” holiday shopping destination.
Building goodwill in the community, our campaign kicks off with “Gift of Giving” radio promoting the purchase of an exclusive ornament, with all proceeds going to local food pantries and shelters. Holiday television and radio follow. In it, a conversation
between 2 female friends highlights the hassle of multi-store holiday shopping, and the solution: The Paper Store. The desired response is voiced by one of the women: “I love this store”!
Positioned by Mittcom as “Massachusetts’ Most Celebrated Packie” for its long-standing tradition as a neighborhood favorite, Kappy’s integrated holiday campaign is a reminder to stock up for holiday get-togethers and find great gifts while you’re there. To reach a wide target audience, we used direct mail, digital sliders, billboards and a series of :30 second “Now Serving” videos offering step-by-step demonstrations of how to mix popular holiday cocktails using featured liquors.
A Little Extra Jingle
As a well-respected pawn shop, each Empire Loan location has two businesses: collateral loans and buying then selling high value merchandise way below retail. Mittcom’s two-pronged campaign spikes both businesses during the holiday season.
In multiple-language media, we position Empire’s Freedom Loan as an easy way to borrow holiday cash with no waiting, no credit and no long-term debt. And our November and December to Remember Sale invites shoppers to give special gifts like diamonds and estate jewelry, which they couldn’t afford to give if they shopped retail.