Gourmet foods retailer Harry & David is looking to extend its booming holiday gifts business throughout the year and appeal to a broader range of shoppers with marketing initiatives themed around the power of sharing.
Noting that “the best way to build relationships is to share,” Chief Marketing Officer Michelle Farabaugh says the brand hopes to relate to customers in a new, emotional way and convey its heritage and how its products -- including its own fruits, wines, baked goods and popcorn -- can help them “express, connect and celebrate every day.”
The repositioning is being launched with a “Share More” platform, timed for the fall harvest season in the company’s home of southern Oregon.
A new, dedicated “Share More” area on its site, which is hosted on parent company 1-800-Flowers.com Inc. site, is designed as a hub for the positioning.
The site (and the brand’s YouTube channel) features a new anthem video, “Open Door” (below) that shows employees at work in its orchards, vineyards and bakeries, and talking about how their dedication to the highest quality makes the products ideal for sharing.
“That’s what life’s really all about -- sharing with those we’re closest to, no matter how far we are apart,” says one employee. The next scene shows a family’s delight at receiving a Harry & David package.
The “Share More” site also offers behind-the-scenes clips from the making of the video -- which, like the rest of the campaign, was created in-house -- and links to events the brand’s gourmet Dinner of the Month hosted in local communities.
The brand is also promoting a nationwide Harvest Sweepstakes, in which 16 winners will receive harvest gifts delivered to their doors (including a grand prize of a gift basket and other products valued at more than $1,000).
Harry & David is sharing videos and other content about its history, upcoming events and products on its Facebook, Twitter and Instagram channels, and inviting food lovers to share their stories and photos using #ShareMore.
Sharing themes will change over time and will be featured throughout the brand’s catalogs, emails and other promotional materials.
Harry & David operates 42 retail stores around the country, as well as its online business.