As the season of hot and sweaty begins giving way to cozy fall vibes, Hallmark Media is launching its revamped streaming service to meet all holiday viewing urges. And it’s doing so with the help of some of its all-star actors, who appear in the first brand campaign for Hallmark+.

The streamer, which launches Sept. 10, will be the home of exclusive films and series as well as a library of Hallmark content. Plus, it will function as a membership program for Hallmark’s retail arm, including unlimited digital greeting cards, a free monthly physical card and rewards for shopping with the retailer.

Hallmark tapped agency Known, whose clientele include the likes of Netflix, Hulu, Max and more streamers, to create its first campaign. Three spots feature recurring Hallmark actors including Lacey Chabert, Jonathan Bennet, Dennis Haysbert and Lea Thompson, each in the midst of filming a signature Hallmark-type scene.

“From the beginning, it was important to tell our story in an authentic and brand-right way,” said Darren Abbot, chief brand officer of Hallmark and Hallmark Media, in a statement. “Spotlighting our beloved talent with a peak behind the scenes that highlights the benefits of Hallmark+ was the perfect way to kick off the campaign and build excitement for what’s to come.”

The campaign will run across TV, digital, social, print and out-of-home, as well as through integrations across the Hallmark Media ecosystem and signage in Hallmark’s stores.

“When Known was selected by Hallmark Media to team up for the launch of its new streaming and benefits offering, Hallmark+, we knew we had to create something special … with everything fans love about Hallmark,” said Mark Feldstein, president and partner, studios at Known, in a statement.

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