Harry and David, Medford, OR, began running its first direct response television commercial in a decade. The 60-second spot, which debuted Monday, will run nationally on the Oxygen, Lifetime, Discovery and CNN networks, among others.
The commercial focuses around the company’s “Tower of Treats” product, which features a variety of edibles presented in a stack. The campaign consists of two price point tests – a $29.95 option, and a $36.95 variation with a few more items in it. The variable “Tower of Treats” arrangements the company has promoted in the past have ranged in price from $24.95 to $339.95 – the latter for 12 Towers, delivered one a month for a year.
The campaign was developed by Haggin Marketing, Sausalito, CA. It features a toll-free number, and Web sites customized to each network, in order to allow tracking. While the media budget was not available, the campaign will run on a balanced schedule that includes prime-time, late-night and some morning spots.
Harry and David had tested television marketing successfully 10 years ago, but chose at the time to focus on a catalog prospect acquisition strategy, according to Haggin spokesperson Kathryn Grant.
The return to television coincides with a much broader retail reach for Harry and David, Grant said. The chain currently has 145 outlets.
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