Valentine’s Day can feel forced, overhyped, and totally alienating for some—especially for those flying solo or scarred by childhood rejection (you know who you are, Jennifer. Thanks for excluding me from your Valentine’s in grade 3!). Traditional Valentine’s campaigns ignore the emotional baggage that many people carry into February 14.

Solution

Instead of playing into the pressure, we created Palentines Day—a cheeky, inclusive twist that celebrated pizza, not partners. Through a social-driven contest, we gave away party packs complete with “Pizza Is My Life Partner” hoodies, friendship pins, and enough food for you and your ride-or-die crew. It wasn’t about heartbreak or candlelit dinners—it was about opting out of the pressure and leaning into comfort (and carbs).

Campaign

We launched across Panago’s social channels, inviting audiences to share their love-hate Valentine’s stories. The campaign struck a nerve, sparking high engagement, laughter, and loyalty. And we’re pretty sure it saved more than a few people from an overpriced prix fixe menu.

Impact

• Boosted brand engagement during a saturated seasonal window

• Resonated with younger audiences craving authenticity over clichés

• Drove strong social participation and user-generated content

• Delivered emotional relief through pizza-powered solidarity

Engagement Contest Memes

Influencer Posts

The Daily Hive helped us get the word out with an article explaining the awesome antidote to Valentine’s Day that is Pal-entine’s. They even threw a party for us.

See full article here.

Winners

Creative Direction/Copywriting: Allen Forbes, Art Direction: Lisa Chen Wing, Design: Caleb Lam, Social Strategy: Leah Gregg, Social Media: Stephanie Hahlen, Amanda Carter, Account Impresario: Solly Gauthier