Hallmark is investing heavily in the Forever Friends brand throughout the summer, kicking off a special Summer of Hugging campaign which will also help to push its product ranges.
The 'Summer of Hugging' promotion will be backed with social media activity through Twitter and Facebook, sharing exclusive content with the online community and a dedicated PR campaign to help raise the brand's profile even further.
A record breaking attempt to create the world's longest hug will conclude the tactile campaign.
The brand also aims to support its licensee and franchise delivery network to boost sales with new product development, and a special POS kit and incentivised product offer.
"We are extremely excited about our multi-faceted communications campaign, which has been carefully designed to promote the brand among our key consumer audiences," explained Jacquie Costello, Forever Friends brand manager at Hallmark UK. "Encompassing new technologies, traditional PR and culminating in an extremely high profile event, our Summer of Hugging campaign is the perfect way to celebrate our 25th anniversay, and cement our future with both our trade partners and our new and loyal consumers."
Meanwhile, Forever Friends has topped the list of the UK's best selling licensed celebration cakes, according to figures from Kantar Worldpanel.
The iced sponge cake has overtaken the second most popular by almost £420,000 in sales and is now number one. The cake, which was redesigned in December, ranked eighth in last year's market report. Its popularity also prompted the launch of a Forever Friends mini gift cake earlier this year.
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