HARRY & DAVID
Excerpt from Seasonal Style Guide.
THE KID IN YOU
You may be a grownup on the outside, but inside you’re a kid. You light up when someone says nice things about you. Your heart sinks when you reach for the last truffle. Deep down, you want to have fun, and be treated fairly. We all do. Because there’s a kid in all of us.
Our Easter Campaign is an invitation for that kid to come out and play. Think Easter egg hunts and Jump rope on store signs and catalog spreads. Fonts, colors and copy are lighthearted and friendly. Employee testimonials take a youthful turn, as we spotlight children of the Harry & David community.
This company was founded by two grownups who were eternally young at heart. Today, a childlike wonder inspires us to create amazing gifts that make people smile. So really we’re just following in their footsteps. Like a good game of hopscotch. With pears.
We use employee testimonials to deepen the connection between the consumer and our brand. And in this case, to show off our kids.
Easter testimonials feature photos of employee’s kids playing outdoors. Through quotes, parents share what their kids enjoy most about Easter and Spring. Each quote begins with a line of phrase that tells the consumer something interesting about our company or is relevant to the corresponding product or category. Then we complete the story more facts or a fun twist.
EASTER IS THE ONLY DAY ABBIE GETS CUPCAKES FOR BREAKFAST.
This year I joined her. If you’ve never had cupcakes with OJ, I recommend it.
Cameron G, confections manager
I FILL THE EASTER EGGS WITH MOOSE MUCH
then he isn’t as disappointed when they’re easy to find. It’s hard to hid eggs from a kid who’s smarter than you. Don’t tell him I said that.
Kari G, catalog merchant
I CHEAT AND GIVE NATHAN EXTRA CANDY AFTER THE EASTER EGG HUNT.
It’s tough when you’re the littlest of four. His brothers and sister have the yard picked clean before he even knows it’s started.
Dave H, associate creative director