Valentine’s Day is worth $27.4 billion in the US alone, according to the National Retail Federation. More recently, marketers have taken to making broader statements about respect and diversity on 14 February although there’s still a place for more conventional messaging.

A new subscriber-only video series unpacks winning work

With supermarkets vying for the same customers, creating stand-out is an evergreen challenge. Many are investing in PR-driven, fame-building communications to reinforce a point of difference, whether that’s a commitment to sustainability or highlighting the quality of their products.

The growing financial power of consumers over 50 is a global trend and there’s a clear business advantage for brands that represent this group positively and sincerely.

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