Mary's Bar & Hardware
Valentine's Day Campaign
2022
The Mary's Fancy a Screw campaign was a promotional initiative designed not only to boost the sales of gift cards during the Valentine's Day season but also to boost brand awareness.
Mary's Bar & Hardware is a distinctive establishment in Dublin, combining the ambiance of a pub with the practicality of a hardware shop, where patrons can purchase an array of hardware essentials, including screws.
The campaign relied on this uniqueness, leveraging the existing inventory of screws available within the pub. We took the screw boxes and incorporated a clever twist - a specially made wrap-around sleeve adorned with the words "Fancy a Screw?", which strongly resonated with the venue's character and the context of Valentine's Day.
This artful sleeve concealed a pull-out card within. When the recipient of the gift extracted this card, it unveiled a Press Up gift card, blending the dual themes of hardware and hospitality.
The Fancy a Screw campaign captured the essence of Mary's brand identity, maintaining a character of lightheartedness and fun, while also boosting Press Up's overarching gift card campaign for Valentine's Day.
