Cardinal & Gold sells Chocolaterie Stam chocolate in popup sale to support inclusive love

Ronna Faaborg
Ames Tribune
Iowa State University senior Kerry Baughn distributes chocolate samples to junior Grace Howe during a popup shop in collaboration with the university's Cardinal and Gold club and Chocolaterie Stam of Ames,. The two partnered on an inclusive love Valentine’s Day promotion called “Cynificant Other” Monday at Hamilton Hall.

Valentine’s Day should be about love for everyone – not just your partner.

That’s the premise behind an Iowa State University student-run promotion called “Cynificant Other,” held last Friday, Monday and Tuesday. The campaign encourages people to show their love to others by giving them chocolate.

A public relations class at Iowa State collaborated on a Valentine’s Day project with Terry and Anne Stark, owners of Chocolaterie Stam, located at 230 Main St.

“Terry was talking about how their campaign was ‘Love Is For Everyone,’” said Grace Parrott, a sophomore in the class. “Valentine’s Day is ultimately about love and not just about your partner. So we were really excited to jump on that opportunity and use it to talk about friends, family, whoever it may be that we really love and care about.”

Read about Starks' chocolate journey:Stephens Auditorium's Willy Wonka musical features partnership with Ames Chocolaterie Stam

Catherine Huggins, standing, an Iowa State University journalism lecturer, looks at the display of chocolates as university students, from left, sophomore Malik Verdon, senior Brooklyn Kons and senior Julie Nagel sell at a popup shop Monday. The chocolate sale is in collaboration with the university's Cardinal and Gold club and Chocolaterie Stam of Ames, which partnered on an inclusive love Valentine’s Day promotion called “Cynificant Other” at Hamilton Hall.

The Starks were excited when the students approached them about the inclusive love promotion.

“It’s always fun to bring joy to students who are often stressed out and sometimes homesick. To have a friend remind them they are loved is truly wonderful,” Terry Stark said in a release.

As a class, students talked about how they wanted to use Stam’s campaign and what they wanted their version to look like.

“We talked about how when we were kids, we would make the fun little valentine’s boxes,” Parrott said. “We would create the valentines and put Fun Dip in them and that kind of thing.”

Chocolates display during a “Cynificant Other” popup sale, which is a collaboration between the university's Cardinal and Gold club and Chocolaterie Stam of Ames Monday, Feb. 14, 2022, in Ames, Iowa.

The class believes it’s important to highlight the fact that love is about more than a single partner, Joel Chambers, public relations student and member of the team that created the promotion, said in a news release.

“Our goal is to redefine Valentine’s Day as a time to show appreciation for everyone we love,” he said. “We want to remind people of the good times as kids when teachers had us give all our classmates a Valentine.”

The Cynificant Other campaign was planned and operated by students in assistant teaching professor Joanna Schroeder’s PR class in partnership with Cardinal and Gold, a student organization within the Greenlee School of Journalism and Communication.

The sale was held all day Friday and Monday. The popup chocolate shop will be open Tuesday from 9 a.m. to 4 p.m. on campus in the student lobby at Hamilton Hall, 613 Wallace Drive.

Iowa State University professor and advisor of the Cardinal and Gold club Joanna Schroeder displays chocolate samples Monday during a popup sale. The “Cynificant Other” event promoting inclusive love is a collaboration between the university's Cardinal and Gold club and Chocolaterie Stam of Ames.

At noon Monday, after a day and a half of sales, students had sold about $600 worth of chocolate, Parrott said.

“It’s been really good,” she said.

Sales are mostly aimed at students on campus, but the popup shop is open to the public for anyone who would like to stop by.

“We just want people to be buying chocolate and kind of spreading the energy that we are trying to create this Valentine’s Day, which is caring about everyone in your life,” Parrott said.