New thortful.com Campaign Highlights Range of Emotions Behind the Cards

Thortful.com, the online greetings card company which has innovated how cards are created and purchased, has appointed Miroma Group sister companies, Fold7 and Wake The Bear. The companies will lead their creative, marketing, media strategy and buying across all channels. The campaign breaks 28th January, with ‘The funniest bones’ spot in preparation for Valentine’s Day, supported with social and digital. This follows an agency review in late 2022.  

The agencies are briefed to bring the brand to life across all media, as well as reinvigorate the visual identity. Fold7 has devised and created Thortles, animated emotions which reflect the range of emotions card-givers’ are able to share due to the huge selection of cards. Thortful.com is the only card marketplace built with 4,000 creators developing bespoke greetings cards. There is a suite of four films, three for key annual occasions (Valentine’s Day, Father’s Day, Mother’s Day) and an evergreen spot which will roll-out through 2023. 

Thortful.com enables consumers to personalise and post through the website and app. It is owned by serial entrepreneurs Paul Lee, and Andrew Pearce, who famously appeared on the BBC’s Dragons Den in December 2017. The pair previously built PowWowNow conferencing, a precursor technology to Zoom and Teams, which they sold for over £50m.

Pip Heywood, Managing Director at thortful.com, commented: “The combined forces of Fold7 and Wake The Bear are a brilliant match of creativity and entrepreneurial spirit for our high-growth ambitions. They can conceive and create across all of the customer experience moments, and are really innovative in their approach to brand, UX, media and advertising.”

Lydia Mulkeen, Managing Director at Wake The Bear, commented: “We’re delighted to bring to Thortful.com our wealth of hands-on experience in launching and scaling exciting new brands in highly competitive markets. We thrive on working with challenger brands as they continue to reinvent and reinvigorate across all sectors.”

Ryan Newey, Founder of Fold7, commented: “It’s brilliant to be working with such an ambitious company as Thortful.com. They are disrupting the greeting cards industry with their ingenuity and creativity. It’s a great opportunity to shape the brand through fresh experiences, new technologies and audience engagement.”