Valentine’s Day. Love it or hate it; it’s the date on every PR’s calendar to either lean into, or avoid like the plague. Here are the campaigns that turned my head this week.

Hero Cosmetics’ Breakout Box

So there’s two types of people. Those who get satisfaction from seeing a spot pop and those (like me) who find it gag-inducing. I mean the fact that Dr Pimple Popper is actually a thing still blows my mind.

Did you know you shouldn’t zap your zits unless you’re a professional? According to Hero Cosmetics, the smarter move is to patch them up. So they leant into the ick factor and it’s grossly genius in my opinion.

The “Breakout Box” is the gift literally nobody asked for: a reimagined Valentine’s chocolate box, complete with poppable pimples on top. Why? To give you something else to squeeze instead of your skin.

Is it vile? Yes. But that’s exactly why it works. We talk a lot about the “WTF factor” unlocking conversation, and this nails it. More importantly, it reframes behaviour change (don’t pop your spots) through entertainment rather than education. I’ll admit I couldn’t watch the video all the way through, but that’s kind of the point.

Asda’s “Open to chat” baskets

From skincare to supermarkets. In a bid to spark more meet-cutes, Asda introduced special red shopping baskets for Valentine’s Day. The idea? If you’re single and open to conversation, you pick up a red basket instead of the classic green one. By opting in, shoppers subtly signal they’re “open for a chat” while doing their weekly shop. No apps required.

While I couldn’t think of anything worse than striking up conversation while buying my bangers and mash, this struck me for two reasons: the simplicity of it, and the cultural timing. It taps neatly into dating fatigue, people craving more IRL connection in an AI-saturated world, but also don’t know quite how to initiate it. It also took me straight back to traffic light parties (are they still a thing btw?).

Specsavers’ Relationship Aid

As someone who is partially deaf and has avoided getting a hearing aid for at least ten years, Specsavers’ latest campaign really hit home.

The “Relationship Aid” campaign promotes playful tech that will “make you feel closer than ever.” What initially looks like something from Lovehoney is revealed to be a sleek, modern hearing aid.

It’s a clever misdirect. Playful, slightly risqué, and rooted in a human truth. The campaign forms part of Specsavers’ long-term strategy to shake up the stigma around hearing loss. It’s even made me consider finally getting one. Has PR just worked on me?

Argos x Frank’s Uncut Loyalty

And finally, from love stories to long-term commitments of a different kind. Argos spotted an opportunity in the ongoing saga of Manchester United fan Frank Lett, who vowed not to cut his hair until the club wins again. The result? A flowing mane of luscious locks. Argos quickly jumped on it and became Frank’s “official delivery partner” promising to send him all the kit he needs when the day finally comes to make the chop. Simple, timely and on brand, it’s reactive PR done right.