The Stars for Europe trade and consumer campaign for 2018 will target a younger consumer, harnessing the ongoing lifestyle trend for house plants within the Millennial demographic, while also maintaining a continuing focus on family-builders and the grey market. Poinsettias will be positioned as the ideal gift over the festive season – a must-have Christmas plant, available in a range of colours, shapes and sizes.
The 12-week campaign will comprise a retail collaboration and a consumer campaign highlighting the white poinsettia as a key trend for Christmas, with a focus on the importance of buying from garden centres, florists and specialist plant shops in order to guarantee quality. Activities will lead up to National Poinsettia Day on 12 December.
The consumer campaign will be further supported by third party promotions across selected consumer media, highlighting the poinsettia’s origin as part of the Mexican themed lifestyle trend, plus an influencer and lifestyle media gifting programme, incorporating care information and tips to enjoy the poinsettia at its best.
Dr Susanne Lux of Stars for Europe says: "Our Stars for Europe marketing initiative began in 2000 and we are pleased to be working with J E Communications for a second year, focussing on a younger consumer and further strengthening sales of this beautiful Christmas plant in 2018."
For more information:
Stars for Europe