Valentine’s Day isn’t what it used to be. Women are buying jewelry for themselves, consumers are emptying their wallets for their pets, and industries are indulging in a hearty amount of romantic ridiculousness, all in the name of marketing—er, love. Here’s how a few brands are celebrating Valentine’s Day this year.
1. Paint me like one of your fried foods: KFC is betting on creativity and the Colonel to host a social media contest on burgeoning platform Reddit this year. Users are encouraged to cook up their own artwork inspired by fried chicken and KFC icon Colonel Sanders. Considering that Instagram is one of the most crowded platforms around—more than half of brands with Instagram handles are already using one of its newest features, Stories, according to Gartner L2’s Digital IQ Index: Restaurants—opting to not put all its eggs in one bucket and broil up buzz on a lesser-known platform like Reddit could be KFC’s hottest idea yet.
2. Say “I Dunkin”: Dunkin is going all in by offering fans the chance to get married, Dunkin’ style, at a Vegas chapel this year. Accessories to the wedding include a frosty-pink-haired officiant, blinged out bites, and a bouquet of freshly baked donuts. Though having a pop-up wedding where the focus is Munchkins instead of matrimony might seem half-baked, superfans flocked to the altar to get hitched when Taco Bell did the same thing last year.
3. Make love wholesome: Packaged vegetable brand Green Giant is going where no veggie brand has gone before: online dating. The label is partnering with dating site FarmersOnly.com to give farmers and veggie lovers a week of free premium access. To kick off the promotion, the brand’s own mascot, the Jolly Green Giant created his own dating profile that highlights his “down-to-earth nature” and the fact that “like lettuce, he’s shredded.” In addition to being humorous and potentially helpful, Green Giant’s campaign sheds light on the wholesome qualities of the people who make packaged vegetables a possibility—farmers—and speaks to the consumer’s growing interest in knowing what goes into their foods.