Forever Friends brings in Lucre to attract new fans

Lucre has been handed a consumer brief for 25-year-old greetings card brand Forever Friends.

Forever Friends: investing in a hugging-themed integrated campaign
Forever Friends: investing in a hugging-themed integrated campaign
Lucre’s Leeds office, which has held parent company Hallmark’s consumer and trade brief for the past six years, will work with Forever Friends to recruit new followers and reward its existing customers.

The brand is investing in a hugging-themed integrated campaign to promote its new product range. The move follows the growth of rivals such as Carte Blanche’s Tatty Teddies.

A Twitter and Facebook campaign, masterminded by Lucre's head of social, Rax Lakhani, will share content with the brand’s fans.

A dedicated public relations campaign will be capped with a record-breaking stunt attempt.

Jacquie Costello, Forever Friends brand manager at Hallmark UK, said: ‘We are extremely excited about our multi-faceted communications campaign, which has been carefully designed to promote the brand among our key consumer audiences.’

Sophie Spyropoulos, director and founder of Lucre, said: ‘This is a sector in which we have a huge amount of expertise and it’s fantastic to work with such a well-established brand during its 25th anniversary.’

Lucre has been working on a project basis for the brand since 2008.

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