The brands seeking to increase the relevance of Valentine’s Day
This year’s Valentine's campaigns, from the likes of SEEK and Bloom & Wild, are crafted to increase the appeal of the romantic day. We examine what creatives can learn from their efforts.
Frustratingly for brands, Valentine’s Day is only relevant to people in love. How, pray tell, do we capture pesky singletons?
Seek and you will find?
Job platform SEEK’s Cupid‑themed work, created with Droga5 Melbourne, lands at an interesting moment for Valentine’s, where romance is often a proxy for every relationship except the one you have with your job.
Casting Cupid as ‘employment match‑maker’ rather than love‑struck cherub turns the annual occasion into an opportunity to appeal to the job seeker market enmasse, regardless of their relationship status.
A Bloom & Wild idea
Other 2026 Valentine’s campaigns similarly avoid cliché.
Bloom & Wild extends its ‘Care Wildly’ sustainable platform into Valentine’s, focusing on honest, messy relationships and sending flowers not just to romantic partners but to friends, family and anyone who quietly holds your life together.
A smart way to extend the traditional demographics, we reckon, reframing gifting as an emotional, rather than romantic, gesture.
@annabellegiselle AD I honestly love flowers being sent to my home, and these are so beautiful, flowers always tend to brighten my day ✨ Here is a 20% off code: feb99z so that you can treat yourself or someone you love this Valentines with these beautiful flowers from @Bloom & Wild 💐💕 #bloomandwild#selflovetips#flowers#treatyourself#valentinesday♬ Where Roses Bloom - Voice Memo Clip - Teesa
All for Frü
Increasing matchmaking altogether is the aim of fruity chocolate provider Trü Frü, meanwhile. The company’s hotline opens over the Valentine’s period, and the surprise delivery will arrive on your love interest’s doorstep with a personalised secret admirer note.
A spokesperson for the frozen fruit brand added: “Romance might be ‘dead’ for some people but a small gesture, such as surprising them with their favourite snack, can go a long way to finding true love. If you don’t know how to tell someone you care or you’re scared to say how you really feel, we’re here to play cupid and spread the love with the gift that they can’t say no to.”
The campaign was backed up by research showing that Gen Z begrudge online dating - but almost half don’t know how else to meet someone.
A poll of 2,080 adults in a relationship or open to dating found 78 per cent of under-28s wish they could meet their true love more traditionally, as people did in the olden days.
Essentially then, Trü Frü are trying to get more people together in a tricky market, with chocolate-based gestures. It certainly can’t hurt, I guess.
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