Usually Valentine’s Day revolves around a dinner reservation with a significant other, or a wine night with your Galentine’s. However, due to the worldwide pandemic and following the guidelines of the CDC, it’s still recommended to socially distance to prevent the spread of Covid-19. Luckily, brands have adapted their marketing campaigns to remind people to stay home and order or ship something to a loved one instead.
Ever since the pandemic started, having things delivered has spiked, whether it’s food through the small or local businesses delivery service, or GrubHub, DoorDash, Uber Eats, Instacart, and more. It’s been shown that delivery Covid-19 habits throughout 2020 has been accommodated in people’s normal lives since it’s become a more convenient and safer option (Meisenzahl). Due to Valentine’s Day falling as the last holiday to not be affected by the pandemic in 2020, since lockdown and quarantine began in March, brands have had time to catch up with adapting to Covid-19 safety (Poinski).
Krispy Kreme, Baskin-Robbins, and Dunkin Donuts are just a few brands to make Valentine’s Day special with new items that can be delivered or a safe pickup (Meisenzahl). Sweets are known too be eaten and given during Valentine’s Day. Krispy Kreme’s marketing for Valentine’s Day in a safe way is to send some “dough-notes” to a loved one with a variety of heart shaped donuts. They partnered with DoorDash, where it’s quick and easy on the app to create that custom order, along with tipping the driver without having to make contact with them. Baskin-Robbins had 2 ice cream cake specials they were advertising. Even though they have pickup, they were encouraging safe and contactless delivery through UberEats and DoorDash. Delivery for ice cream companies are unusual, but they have made a way to adapt to the new times. Even though Dunkin Donuts tend to have drive-thrus, they have too partnered with delivery services, such as GrubHub, DoorDash, and Uber Eats to help expand a wide net of potential delivery areas to get their holiday special pink coffee drinks and donut combos (Meisenzahl).
Besides food deliveries, even candy companies are finding a way with the data during the pandemic to make packaging pandemic-proof so it’s safer for their consumers (Poinski). Overall, this pandemic has shown that there are ways to adapt as people, business, and world.
Meisenzahl, Mary. “Brands Are Adapting for a Socially Distant Valentine’s Day at Home with Delivery Promotions and Partnerships.” Business Insider, Business Insider, 13 Feb. 2021, www.businessinsider.com/krispy-kreme-dunkin-and-baskin-robbins-push-delivery-valentines-day-2021-2.
Poinski, Megan. “Why Ferrara Says a Socially Distanced Valentine’s Day Is Still Sweet.” Food Dive, 11 Feb. 2021, www.fooddive.com/news/why-ferrara-says-a-socially-distanced-valentines-day-is-still-sweet/594791/.