See's still uses homemade recipes from its founder, Mary See. But people love giving it away as a gift.
Giving away See's is disrespectful, so we're sending over-gifters a message that they can't ignore.
Keep It In The Family
We'll build out the See family lore on social media.
Beginning with our code:
The Omeltà
Followed by the story of Mary See, the Chocolate Donna.
Next, we'll release the trailer for our mockumentary.
We'll DM users who have posted about giving away See's as a gift.
And send emails of warning to those who frequently select the "gift" option during the online checkout process.
In the store, anyone who asks for their box of chocolates to be gift-wrapped will be escorted to the back...
And put on the wall of over-gifters.
Hopefully, this will all serve as a reminder to treat See's chocolate with the respect it deserves.
