Marketers have been feeling the love with their recent campaigns launched around Valentine’s Day. This holiday has given many brands the opportunity to start a slow return to social-distanced versions of experiential marketing. How will consumers respond? Check out our Weekly Must Reads to find out.  

Marriage is on the Menu 

For some consumers, their love of Dunkin’ runs deep – so deep that they integrate the brand into their wedding day. Last year, a Dunkin’ employee actually got married in the drive-thru where she first met her now-husband. Over Valentine’s Day weekend, the brand offered the same opportunity for couples who wanted to say their vows at Dunkin’. Two winning couples from New York were chosen from a pool of entrants to the “Marriage is on the Menu” contest and had their wedding ceremony in the Dunkin’ drive-thru, which was complete with themed décor, a Dunkin’ gift basket and $500 in cash. 

For other Dunkin’ lovers who didn’t win the contest, the brand is also offering a line of marriage-themed merchandise. Products available for purchase include branded veils, bow ties, tumblers and even a ring bearer pillow. Dive more into the love of Dunkin’ here: https://www.prnewswire.com/news-releases/say-i-do-with-dunkins-first-ever-wedding-merch-collection-301226940.html 

A Lowe-mantic Date Night 

Nothing says romance like a night of splatter painting with the one you love, right? Last weekend, Lowe’s offered a “Night of Lowe-mance” date night to 50 lucky couples across 10 US cities. The couples started the night with drinks and appetizers at their local Lowe’s store, and then created a paint “menu” of colors provided by HGTV Home by Sherwin-Williams. They were then set loose to splatter paint a blank canvas, creating a masterpiece that they could take home at the end of the night. 

This campaign marks one of the first returns to true in-person experiential marketing. Each participating store limited their event to five couples in order to comply with social distancing requirements. Other interested couples could also participate in virtual at-home date experiences from Lowe’s. Check out all the details here: https://www.marketingdive.com/news/lowes-invites-couples-to-splash-painting-date-night-for-valentines-day/594492/ 

Love Delivered 

The pandemic didn’t stop 90s music lovers from attending an entertaining concert – a virtual concert, that is. In partnership with Shake Shack and DoorDash, Boyz II Men performed a free virtual concert on Valentine’s Day featuring their most romantic love songs and fan favorites. The “Love Delivered” concert, which streamed on Twitch, gave couples and singles staying in for the holiday a chance to safely enjoy an exciting event from the comfort of their homes. 

In addition to the concert, Shake Shack created limited edition Valentine’s Day treats as part of the campaign, including a “Berrys II Men” chocolate-covered strawberry shake and “Love Delivered” date night kit with a concert t-shirt and scented candles. All the products were also available for delivery through DoorDash. Learn more about the entire “Love Delivered” campaign here: https://guiltyeats.com/2021/02/10/doordash-boys-ii-men-and-shake-shack-team-up-to-deliver-love-to-you/ 

The Cheesiest Valentine’s Day Dinner 

Think heart-shaped candy boxes and roses are the cheesiest Valentine’s Day gifts ever? Think again. Kraft recently released a candy-coated, hot pink version of their famous boxed mac & cheese ahead of the Valentine’s Day holiday. Kraft offered the limited-edition product online only for free through a digital lottery.  In addition to the classic elbow noodles and cheese packet, the box included a candy packet that magically turned the dinner from orange to pink. 

This isn’t the first time Kraft has had success with unexpected flavor combinations. In the fall, the brand created a small-batch pumpkin spice version of mac & cheese in Canada, which quickly sold out. See the new product for yourself here: https://www.adweek.com/brand-marketing/candy-coated-bright-pink-mac-cheese-kraft-cooked-it-up-for-valentines-day/