UPS Stores, Ads Assert, Aren’t Just for Shipping Anymore - New York Times Remember the song about a paper moon, sailing over a cardboard sea? A new campaign conjures up a world where just about everything in sight is cardboard — and that’s meant to be a good thing. The campaign, now under way, promotes the UPS Store retail chain, whose locations are franchised by the Mail Boxes Etc. subsidiary of UPS (United Parcel Service). The campaign, with a budget estimated at more than $30 million, takes a cardboard-centric view to convey that shipping, as symbolized by the familiar UPS cardboard box, is just the start of the offerings at the UPS Store, which also include postal services and business services like copying, printing and office supplies.