The effort also includes national print, online and radio, and focuses on more conventional gifts -- a heart-shaped box of candy, for instance -- getting upstaged by the Wallingford, Conn.-based company's arrangements.
Ads are running during NCAA and NBA basketball programming, as well as during the NFL Pro Bowl and pre- and post-Super Bowl coverage during SportsCenter. A second campaign, called "Pass it On," will break in late February.--Sarah Mahoney