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CalFlowers prepares major consumer-direct marketing campaign

At the Member Appreciation Event in August, CalFlowers presented a new marketing initiative to attendees. CalFlowers’ aspirational goal is “More Americans enjoying more flowers more often” and they are excited to launch this high-impact campaign on behalf of the broader floral industry.

In the first two weeks of October, CalFlowers Board members Jeanne Boes and Joost Bongaerts, along with Executive Director Steve Dionne, were on location in Warsaw, Poland, and Amsterdam, Netherlands to oversee the film and still photo production, as well as brand design and website development, for a new campaign.

There is agreement around the industry that the Covid-19 pandemic has dramatically changed the demand profile for fresh flowers. Many American consumers have altered their buying patterns to include more self-purchases, driven by a desire for the beauty of fresh flowers in their homes. The well-recognized positive mental health effects of flowers have caused flowers to enter a new category in the minds of consumers.

The marketing campaign, to be launched on Instagram, YouTube, Spotify, and Pinterest in January 2022, is specifically designed to capitalize on this emerging trend. Media distribution is planned to engage over 60 million consumers in the target audience, “aesthetic explorers” comprised of women in the 25-39 age category who are focused on wellness and style.

The results from Warsaw and Amsterdam have been very encouraging. Working with a team that includes 180 people from Amsterdam (NL), MindsEye Productions (UK), Tango Productions (PL), and with floral stylists The Wunderkammer (GR), and director Dugan O’Neal from Los Angeles, they expect to have a professional, polished ad campaign that incorporates humor, visual interest, and a relatable message that promotes the enjoyment of fresh flowers.

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