Gift cards have become ubiquitous in today’s retail environment. For the NSLC, gift cards are a staple offering, especially during the holiday season. The challenge here was to position NSLC gift cards as a thoughtful holiday gift and make the message stand out in a fun and engaging way. The card itself was used as the hero, standing-in for any number of products available at the NSLC. Short sentences were presented with a particular taste profile covered up by the safer choice – the NSLC gift card. The campaign was rolled out in print, point-of-sale and social media.