ACE IN THE
The lucrative greeting cards category has many
new hands to play in the grocery channel.
BY ARIELLE SIDRANE
NOT UNLIKE ANY OTHER GAME OF CARDS, taking risks is a savvy way to score a potential payoff in the greeting cards category. This year, greeting cards manufacturers are innovat- ing with inventive new lines, testing out unique partnerships, getting creative with their in-store placement ideas and even
breaking into mobile.
One such partnership involves three companies all based in Grand
Rapids, Mich.: SpartanNash, [Has Heart] and Design Design. Grocery
chain SpartanNash teamed up with [Has Heart], a non-profit organization focused on uniting U.S. veterans with artists. Together, they created a series of greeting cards co-designed by wounded U.S. veterans
and individual artists. Design Design prints the line for SpartanNash
on 100 percent recycled paper.
The [Has Heart] line enables consumers “to connect with these
‘hero stories’ through the greeting card captions,” says Phil Cowley,
chief marketing officer for Design Design. “These cards share stories
of gratitude and cheer while also stories of comfort during hard times,
and strength when things are difficult. With captions such as encour-
agement, comfort and get well, these cards are a great expression of the
phrase, ‘you are not alone.’”
With 18 cards in the line containing various messages, the collection
is available in 28 of SpartanNash’s West Michigan stores. The packag-
ing tells the inspiration behind each card’s design for the benefit of
interested consumers. Additionally, SpartanNash will donate one dol-
lar to [Has Heart] for every card purchased.
“Greeting cards provide a creative medium to connect our coun-
try with messages that our wounded vets are looking to express,” says
Michael Hyacinthe, president/chairman of [Has Heart]. “Not only do
the cards impact the person receiving them, but the sender as well. The
words of our heroes can help connect us and inspire us all.”
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