SAF asks publications, companies to ditch negative ads

In the run-up to Valentine’s Day, news publications and companies are using negative ads and references to disparage floral gifts — and the Society of American Florists is once again stepping in to ask the groups to take a more positive approach.

“SAF asks companies to promote products on their own merits,” said Jennifer McNally, SAF’s interim director of marketing and communications. “As the industry’s national trade association, SAF contacts companies making disparaging comments about flowers, and explains that their gift suggestions should stand on their own merits without the unnecessary and unfair remarks about flowers.”

Among the companies recently contacted by SAF:

  • In an interview that also was picked up by local TV outlets, the CEO of Boston-based Grillo’s Pickles told the magazine Taste of Home, “Not only is a pickle bouquet more beautiful than a dozen red roses, and healthier than a standard box of chocolate, it’s also far more creative.”
  • CNET encouraged readers to “pass on the rose” in a story highlighting the Bronx Zoo’s campaign to encourage people to adopt unusual animals (including hissing cockroaches) for the holiday.
  • Say It With Beef, promoted its “100 percent beef jerky BROquet” by asking, “Is he tired of receiving lame floral arrangements?” The homepage of the company’s website also reads, “Flowers are lame. Say it with beef instead.”

Read more at the Society of American Florists (Mary Westbrook)

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