Hallmark Stars Step off the Set and Into Real Life in New Hallmark+ Campaign
Hallmark+ campaign was designed to harness the deep affinity viewers have for Hallmark’s stars and reflect it back in a fresh, engaging way. It also highlights the real friendships and camaraderie among the actors.
The stars appear in unexpected ways:
- Interrupting each other on set and surprising shoppers in Hallmark stores.
- Whether it’s a royal romance cut short or a Hallmark star sparking a meet-cute between customers, these playful moments reinforce the message that Hallmark+ is more than a streaming service. It’s a lifestyle membership with both entertainment and real-world rewards.
One of the standout elements is the meticulously built replica of a Hallmark Gold Crown store. Designed down to the smallest detail, from fully stocked card aisles to custom fixtures, it was crafted with such precision it could have been opened to actual shoppers.
At the heart of the campaign, audiences get to see Hallmark stars in a new light.
- It unfolds across a series of surprise moments that blur the line between scripted storytelling and behind-the-scenes access, offering something more personal. Actors like Lacey Chabert, Jonathan Bennett, Tamera Mowry, and Tyler Hynes interact like longtime friends, bringing a sense of looseness and authenticity that sets the campaign apart.
Rolling out across TV, digital, social, print, out-of-home, and Hallmark’s owned channels and retail footprint, the campaign positions Hallmark+ as both a streaming and lifestyle brand and uses the power of its cast to turn marketing into something that feels like a shared experience with fans.
This campaign brings together more Hallmark stars than ever before and immerses them in moments that blur the line between production and real life, giving fans a more personal connection to the talent they love.
Mark Feldstein, president and partner, Studios, Known, “It's amazing when you can collaborate with a partner like Hallmark Media to develop and produce a campaign that resonates so significantly with fans and the Hallmark talent they love...and then have the opportunity to build upon that with a second, even more ambitious campaign that integrates the entire Hallmark universe in such a powerful way.”
Darren Abbott, chief brand officer for Hallmark, "We're excited to work with Known again for our latest Hallmark+ campaign. This campaign features the largest ensemble of beloved Hallmark stars and the most lighthearted, creative 'peek behind the curtain' moments we've ever captured. These spots perfectly showcase the Hallmark+’s unique ability to connect viewers with the stars and content they love, while inspiring them to show care to the people in their lives, further fulfilling our brand purpose."
