In 2016, Valentine’s Day is no longer just a Hall­mark hol­i­day. In fact, many brands – includ­ing those not typ­i­cal­ly asso­ci­at­ed with Cupid and hearts, like insur­ance and toi­let paper – are shar­ing real-life love sto­ries or facil­i­tat­ing com­mu­ni­ca­tion with themed hol­i­day con­tent.

In addi­tion, while Hallmark’s 2015 Valentine’s cam­paign made head­lines for fea­tur­ing gay cou­ples, brands have sought to expand the def­i­n­i­tion of love even fur­ther this year – and to even try to make sure sin­gle con­sumers don’t feel left out either. Speed dat­ing has returned in a slight­ly dif­fer­ent for­mat in 2016, but, sad­ly, there are no drones or shred­ders (although a Good­will in Flori­da wants lone­ly­hearts to donate their exes’ stuff). Brand­ed con­tent for Valentine’s Day 2016 is also less about how-tos – although they pop up here and there as well.

Top 21 Valentine’s Day Marketing Campaigns Of 2016

In short: If there is an over­all theme this year, it’s sim­ple exe­cu­tions with sto­ries about real con­sumers – and lots of video. Here are 21 cam­paigns for Valentine’s Day 2016 we love.

Converse

To coin­cide with the launch of its Chuck Tay­lor All Star Valentine’s Day col­lec­tion, the shoe brand released an inter­ac­tive video, Cou­ples, cel­e­brat­ing “its love of sneak­ers and the cre­atives that wear them” with five real-life cou­ples.

Zurich Insurance Group

The Swiss insur­ance com­pa­ny wants to remind con­sumers they can take steps to pro­tect their love by ask­ing them to “mark [their] love on its True Love Maps” and “send it to toast to a hap­py love sto­ry togeth­er.”

Starbucks

On Feb­ru­ary 8, the cof­fee giant debuted three choco­late bev­er­ages, which were avail­able for a sin­gle week, along with the #Star­bucks­Date GIF Giv­er, which allows users to choose a GIF, type the name of a friend and save or share, as well as a curat­ed col­lec­tion of Favorite Love Songs on Spo­ti­fy, like Tony Bennett’s “I Left My Heart in San Fran­cis­co”, Audrey Hepburn’s “Moon Riv­er”, and Etta James’ “At Last”. But Star­bucks, too, is shar­ing tales of real-life romance in a col­lec­tion of love sto­ries from cus­tomers and employ­ees alike.

Asda

So, too, is UK super­mar­ket chain Asda, which is cel­e­brat­ing cou­ples who met while work­ing there, while also allow­ing con­sumers to send “that extra spe­cial some­one” their actu­al heart beats, which are record­ed and turned into songs via its Send Your Heart app. “The Send Your Heart app uses your phone’s cam­era to record your smit­ten heart­beat,” Asda says. “We then set it to a roman­tic piece of music for you to send to your one and only Valen­tine. Who could resist that?”

Teleflora

For 10 days, flower deliv­ery ser­vice Tele­flo­ra offered what it called a Love Note Concierge for con­sumers strug­gling to put the right words on paper. “Every year, while order­ing beau­ti­ful bou­quets gets eas­i­er, con­sumers strug­gle to craft that per­son­al, spe­cial and impor­tant accom­pa­ny­ing note,” the brand said in a state­ment. “Now…writing the per­fect sen­ti­ment is eas­i­er than ever with a per­son­al coach to help you express every­thing you want to say to your loved one.” From Feb­ru­ary 3 to 12, con­sumers could access the ser­vice by call­ing 1–844-IT-IS-LOVE. Like Hall­mark, Tele­flo­ra also released a video, What is Love?, which it says includes one-of-a-kind love sto­ries and “cel­e­brates every kind of love.”

Honey Maid

Sim­i­lar­ly, as part of its This is Whole­some series, gra­ham crack­er brand Hon­ey Maid released its Love Day video and invit­ed con­sumers to “help us cel­e­brate a dif­fer­ent kind of love on Love Day.”

Angel Soft

2016 is also per­haps note­wor­thy because it includes brand­ed con­tent that seeks to expand the def­i­n­i­tion of love beyond even same-sex cou­ples. To wit: Toi­let paper brand Angel Soft has a sur­pris­ing­ly sweet video, Relat­ed By Love, in which stepchil­dren and their step-par­ents recount the long often com­pli­cat­ed road to accep­tance and love in blend­ed fam­i­lies, draw­ing par­al­lels to the prod­uct with mes­sag­ing about soft­ness and strength. “Lov­ing a child takes soft­ness,” Angel Soft says in the video. “Lov­ing a child who doesn’t auto­mat­i­cal­ly love you back…that takes incred­i­ble strength.”

Skype

For its part, video chat ser­vice Skype has a slew of what it calls “love-cen­tered con­tent” to help con­sumers enjoy Valentine’s Day. That includes a Love tab, which it says fea­tures its best romance-inspired emoti­cons and “Mojis,” which is what Skype calls emo­jis unique to the ser­vice that fea­ture sound and video, includ­ing a new set designed by none oth­er than Sir Paul McCart­ney “to help you express dif­fer­ent forms of love through music.” Of the McCart­ney Mojis, Skype writes, “Some­times words alone just can’t express how you feel, so you might send a heart emoti­con, or a ted­dy bear hug. But we knew that there was more we could do to tru­ly help our users cel­e­brate love.” In addi­tion, Skype says mobile users can now search for Mojis and emoti­cons by emo­tion to “[make] shar­ing how you’re feel­ing even eas­i­er.” Users can also record Valentine’s Day video mes­sages “with float­ing hearts to help set the mood.”

Versace

Sur­prise your Valen­tine with the ulti­mate Ver­sace Emo­ji app and T‑shirt! #Ver­sace­SharesLove https://t.co/cjtZP3DPG3 pic.twitter.com/ydc9rPb6yk

— Ver­sace (@Versace) Feb­ru­ary 14, 2016

Ital­ian fash­ion house Ver­sace also got into the Valentine’s Day spir­it by releas­ing cus­tom emo­jis to push a line of T‑shirts in its Valentine’s Day Gift Guide that start at $695, along with the hash­tag #Ver­sace­SharesLove.

HHGregg

The con­sumer elec­tron­ics retail­er got a lit­tle cheeky in a pro­mo­tion­al video for a faux col­lec­tion of love songs about appli­ances. Per HHGregg, the album, Appli­ance Love Songs Vol­ume 3, is “the great­est col­lec­tion of love songs about appli­ances ever col­lect­ed in one col­lec­tion” and includes Weird-Al-like hits such as “Dish­wash­er on My List” and “When a Man Does the Laun­dry.” Host­ed by faux musi­cian Stan LaS­teel, the brand encour­ages con­sumers to “send a long dis­tance ded­i­ca­tion tweet to your favorite appli­ance lover.”

Umbro

With a lit­tle help from a white piano strewn with rose petals, pro foot­baller Pepe recites a love poem to sports­wear brand Umbro in a video shot espe­cial­ly for Valentine’s Day 2016. “The Real Madrid and Por­tu­gal star has already expressed his love for Umbro, but he’s tak­ing it to anoth­er lev­el in this spe­cial video,” the brand says.

Doritos

Cana­di­an Dori­tos lovers are in luck as the brand offered “very lim­it­ed quan­ti­ties” of “12 beau­ti­ful long-stem Dori­tos Ketchup Ros­es” while sup­plies last­ed to con­sumers in Van­cou­ver, Toron­to, and Mon­tre­al. By Feb­ru­ary 12, they were sold out. How­ev­er, those that missed their chance can still access a DIY guide on the web­site and “get crafty for love.” And, to help guide the cre­ative process, Dori­tos has also pro­vid­ed coupons and even “Things Your Man Could Say,” like, “Seri­ous­ly, girl, you made my dreams come true.”

Netflix

The stream­ing video giant wants to remind con­sumers “you can’t help falling in love with some­one who loves your favorite Net­flix show as much as you do” in its Binge for Love video.

Pandora

In its Valentine’s Day Dilem­ma video, jew­el­er Pan­do­ra reminds men “who need a sec­ond chance” that baubles will soothe their part­ners’ hot tem­pers. “The unwrit­ten rules of gift giv­ing are a com­pli­cat­ed mat­ter – and present a dilem­ma that every man faces: There’s a spe­cial day com­ing up and you have no idea what to buy her,” Pan­do­ra says. “You reach for the old clas­sics – choco­lates, flow­ers, stuffed toys – and set your­self up for fail­ure because that’s not what she real­ly wants. Avoid luke­warm respons­es, grave dis­ap­point­ments or fly­ing objects, and get it right the first time.”

KFC

Like White Cas­tle and Waf­fle House before it, fried chick­en leviathan KFC is report­ed­ly offer­ing more of a fine din­ing expe­ri­ence at one of its UK loca­tions, includ­ing a spe­cial Valentine’s Day expe­ri­ence with a table­cloth, can­de­labra and a soft drink som­me­li­er.

Qdoba

Don’t for­get, stop by any par­tic­i­pat­ing Qdo­ba TODAY ONLY and receive a BOGO, just by shar­ing a kiss. #Qdobaforakiss pic.twitter.com/YVFwnvoh9z — Qdo­ba (@qdoba) Feb­ru­ary 14, 2016

The Chipo­tle com­peti­tor says it is “gear­ing up for a Valentine’s Day love­fest” with the return of its Qdo­ba for a Kiss cam­paign in which “fans who share a spicy smooch at the reg­is­ter will receive a free entrée with the pur­chase of an entrée on Valentine’s Day.” The brand encour­ages con­sumers to “get cre­ative with it and show your own per­son­al fla­vor — kiss a pic­ture of your favorite celebri­ty crush, your sig­nif­i­cant oth­er, or even kiss your­self — it all counts!” Per Qdoba’s vice pres­i­dent of brand mar­ket­ing, David Craven, the effort “inspired thou­sands of kiss­es” last year and it is adding Vine stars to the mix this year to help dri­ve aware­ness.

Feeln

Some brands even have a lit­tle some­thing for those who the­o­ret­i­cal­ly have noth­ing on Valentine’s Day 2016. Take on-demand stream­ing video ser­vice Feeln, for exam­ple. This ser­vice, which is part of the Hall­mark fam­i­ly and says it “brings you heart­felt sto­ries of love and togeth­er­ness, any­time, any­where,” rolled out Your Per­fect Valentine’s Date with for­mer romance nov­el cov­er mod­el and I Can’t Believe It’s Not But­ter spokesman Fabio. The 18-minute video includes cham­pagne, smooth jazz, a wind machine, a fire­place, long silences in which he smiles and nods and a quote from Steel Mag­no­lias – and that’s just in the first three min­utes. “Spend a roman­tic evening in front of a roar­ing fire with inter­na­tion­al icon, Fabio,” Feeln says. “He brought the cham­pagne (and kit­tens), and he’s here to cel­e­brate the day of love with you.”

Dairy Queen

Love thy­self today for VDAY and #Break­theCliche with a DQ #Sin­gles­Bliz­zard! pic.twitter.com/rKcqkwPv4y

— Dairy Queen (@DairyQueen) Feb­ru­ary 14, 2016

Fast food chain Dairy Queen, too, doesn’t want lone­ly­hearts to feel left out and is invit­ing part­ner-less con­sumers to “cel­e­brate sin­gle­dom and treat your­self with the Sin­gles Bliz­zard treat” and to use the hash­tag #Break­TheCliche.

Tesco

For its part, UK gro­cery retail­er Tesco decid­ed to do a social exper­i­ment, Bas­ket Dat­ing, in which it enlist­ed a psychotherapist/matchmaker to pair shop­pers based on the con­tent of their bas­kets. Tesco says it invit­ed 32 sin­gle shop­pers to take part. Each was asked to shop for a Fri­day night in before the psy­chol­o­gist ana­lyzed their bas­kets. “Our shop­ping bas­kets can say a lot about us – from our cook­ing and liv­ing habits to hints about our roman­tic per­son­al­i­ty,” said Food Behav­ior Psy­chol­o­gist Rachel Mor­ris. From the 32 shop­pers, six­teen cou­ples were invit­ed on mini-dates in the pro­duce aisle and, per Tesco, “sparks flew” between five cou­ples that were then treat­ed to “spe­cial roman­tic [dates]” with cham­pagne cock­tails and, nat­u­ral­ly, a Valentine’s menu from Tesco. At the end, the video includes click­able options with ideas for view­ers to cre­ate their own date nights at home.