Our Top Five Valentines Campaigns
February 2024

By Cait McNamara


Contrary to popular belief, Valentine’s Day wasn’t invented by greeting card companies, but these days it’s almost become another Super Bowl for marketers. Each year, in the lead up to 14th February, brands everywhere get their Cupid costumes on and aim straight for our wallets.  


In the spirit of Valentine’s Day, we’re spreading the love and sharing some of our favourite Valentine’s campaigns from over the years. These campaigns not only tug at heartstrings, but also demonstrate the power of effective storytelling and strategic branding in making a lasting impression on consumers during the season of love. 


Sweethearts Situationships 

This Valentine’s Day, Sweethearts brought out a range of ‘Situationship Boxes‘. Making use of candies that would normally be thrown out during quality check due to their blurry text, Sweethearts have rebranded them as the perfect gift for those who find themselves in a situationship this Valentine’s Day.  

The boxes contain what they’re calling ‘sweet, muddled nothings and literal mixed messages’ and we WISH we could get our hands on a box.  


IKEA’s Iconic Valentine’s Campaigns 

IKEA’s annual tongue-in-cheek Valentine’s Day campaigns are simply iconic. It was impossible to choose just one, so we are cheating a little here by lumping them all together. 

From offering free cots to babies born nine months after Valentine’s Day, to advertising a new range of ‘beds’ AKA armchairs, coffee tables, rugs and even shelves, IKEA sure know how to create out-of-the-box advertising that sets them apart. This year, they’re even selling tickets to a special three-course Valentine’s dinner for two at their Swedish restaurants, because what’s more romantic than successfully putting together an IKEA BILLY bookcase? 


Lana x SKIMS 

This year’s collaboration between SKIMS and Lana Del Rey was a heartbreak queen dream that took the internet by storm. Complete with head-to-toe pastels, silk gloves, lace veils and bows galore. By seamlessly integrating the ‘coquette’ fashion trend that has been huge on TikTok, SKIMS showcased their ability to balance trends and brand image to create a viral moment.  


Deliveroo x Ann Summers   

Ahead of Valentine’s Day this year, Deliveroo expanded their range of ‘Deliveroo Shopping’ away from just groceries thanks to a brand new collaboration with Ann Summers. The partnership could see customers get lingerie and sex toys delivered to their homes ‘within minutes’, with 15 of the most popular Ann Summers products being available for rapid delivery in Brighton, Manchester, and London.   

It has not yet been confirmed whether the partnership will be extended in the coming months, but if so, it could mean that the full range of products becomes available for home delivery. 


Cadbury x Zoya Akhtar 

Saving the best to last, this year, Cadbury Dairy Milk Silk partnered with filmmaker Zoya Akhtar to offer customers a chance to have their special Valentine’s Day moments turned into personalised short films using generative AI. Customers simply scan a QR code on Cadbury Dairy Milk Silk packs to access a special website where they have to provide answers to a series of thought-provoking questions. Customers will craft their very own love stories with customised avatars for the animated film. 

Racking up more than 11 million views in the hours after its launch, Cadbury Silk and Zoya Akhtar’s new campaign, has endeared audiences worldwide, and we can’t get enough. 

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