With Valentine's Day 2023 debuting just over a week ago, we thought we'd dive into some of the best Valentine's Day campaigns that made our hearts melt. Valentine's Day is always an intense time for brands as they compete for the top advertising spot, so we've put together an analysis of some of our favourite Valentine's Day adverts of 2023.
1. Marks & Spencer's
The Offer
A simplistic yet fancy 4 course meal for 2 for £20.
The Goal
To position M&S as an affordable, simple yet luxury alternative for Valentine's Day dining in the UK supermarket industry.
Why Does it Work?
This ad works because it's nothing like what people expect from M&S. When consumers think of M&S, it's natural to think of luxury and expensive food items that are purchased exclusively for special occasions, such as Christmas.
Instead, M&S have opted for a more simplistic approach for their Valentine's Day campaign. This is not only appealing as it offers luxury, high-quality food for a decent price, but it also makes M&S products more accessible for those on a budget, widening their potential target audience for an increased return.
Fancy food at a small price with a big reward. What's not to love?
2. Specsavers
The Offer
A free 1-week trial of Specsavers contact lenses.
The Goal
To position Specsavers as a trustworthy and relatable eyewear brand.
Why Does it Work?
We've seen a change of heart from Specsavers this Valentine's Day. This campaign is the first that centres around the benefits of contact lenses. No glasses to be seen (pun intended)!
By promoting the awkwardness of a kiss with glasses, Specsavers positions themselves as a relatable brand that tunes in to the specific needs of its target audience. This presents Specsavers as trustworthy and 100% relatable, which makes this quirky advertisement extremely effective in its promotional goals.
3. La Vie
The Offer
The chance to 'break up with meat' - guilt free.
The Goal
To encourage meat-eaters to ditch their toxic relationship with animal products.
Why Does it Work?
With a print advert in the form of a love letter, plant-based bacon brand La Vie presents a compelling yet subtle argument against meat. By using the format of a love letter, La Vie plays into our experiences of love and toxic relationships. Except, instead of a toxic person...it's meat we're breaking up with.
La Vie uses the perfect amount of juxtaposition to make this ad effective - it's quirky, it's cute, but the content of the letter reveals the truth behind the toxicity of the meat industry. And, what do you do when something's toxic? You leave it behind.
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