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Joost Bongaerts, Florabundance Inc. explains

Why should all companies with an interest in the U.S. market participate in “That Flower Feeling“ campaign?

Earlier this year, CalFlowers launched a consumer-facing brand called "That Flower Feeling," with the aim to get more Americans to buy flowers more often. The brand's first campaign – 'Flowers. Self-care made easy' launched in January and has achieved impressive results, reaching approximately 60 million consumers. Still, more engagement is needed to increase enthusiasm within the industry, Joost Bongaerts, CEO of Florabundance, Inc. and Marketing Chair at That Flower Feeling Foundation, stresses. According to him, the answer is the continuation of national advertising. But why and how should all companies with an interest in the U.S. market participate in this campaign?

In the studio flower shop

"That Flower Feeling"
When the CalFlowers Board of Directors voted overwhelmingly to fund this advertising project, Executive Director Steve Dionne hired the Dutch advertising agency 180 Amsterdam due to its proven success with the Holland Flower Council campaign "We need more flowers." A marketing team was formed, and CalFlowers Director Jeanne Boes of the San Francisco Flower Market, Dionne and Bongaerts traveled to Warsaw, Poland, to produce the fun, engaging film featured in the Self Care campaign.

"Growing up in the Netherlands, fresh flowers were always a part of everyday life. The floral industry here advertised the slogan, "Flowers Love People" (translated 'bloemen houden van mensen'). This led to people buying flowers on a weekly basis. I have been in the floral industry for over 41 years, and one thing I have always hoped for is to get the entire industry to collaborate on an effective national marketing campaign that reminds people to enjoy flowers in their daily lives," said Bongaerts. 

CalFlowers is a national organization that has funded & created a campaign called "That Flower Feeling." Steve Dionne explained, "The purpose of this campaign is to get more Americans to buy flowers more often. The Self Care campaign has engaged 10's of millions of consumers across numerous digital platforms from social media, to digital audio such as podcasts and Spotify, to influencers and online community-building."

In the studio in Warsaw

Bongaerts is very pleased with the results so far. "They are impressive," he says. Added Dionne, "Our campaign has outperformed general marketing benchmarks in virtually every category, from engagement rates to ad likeability, and most importantly 'Intent to purchase.'"

  1. Approximately 60 million consumers have been exposed to the campaign.
  2. After seeing the TFF video, 70% of those surveyed stated that they were more likely to buy flowers than they were before watching the video.
  3. The number of campaign exposures multiplied by the increased likelihood of buying flowers equates to millions of additional purchases nationwide. This lift in demand affects all industry segments.

Click here to enlarge

In the studio

National advertising - How it will benefit the industry
According to Bongaerts, all industry segments that benefit from increased floral sales in the USA should participate. This campaign was designed in a way that enables companies to utilize the marketing assets that have been created in their own marketing campaigns. "CalFlowers has gifted the entire range of assets to the floral industry. To access and download the high-quality, professional marketing materials for your own use, please go to, click on Partners, and request your access code. This is free to all floral industry stakeholders."

Film viewing room.

More engagement needed
The first ad campaign started in January. It has been entirely paid for by Cal flowers, and it has been a huge success. "However, with advertising, we need to continue and look ahead at the next 3 years and beyond", Bongaerts says. For this reason, That Flower Feeling Foundation is asking for the industry's support. "I have already committed my company, Florabundance Inc., to allocate a part of our marketing budget to the TFF Foundation for the next 3 years, and I hope other companies benefitting from increased floral sales in the USA consider doing the same thing. Our hope is every segment of our industry will contribute voluntarily. Flower breeders, flowers growers both domestic and offshore, importers, transportation companies, wholesalers, retailers, studio florists, supermarkets, freight forwarders, floral trucking companies, and so on."

"CalFlowers has budgeted $500,000 per year for the next 3 years, and with the support of industry partners, we think it is possible to reach our goal of $4.5 to $5 million per year. Every donation, large or small, will help to provide the funds the Foundation needs to refresh and create a new media campaign", explained Jeanne Boes.

Interested in participating? Click here to go to the funding page, where you can select credit card, PayPal, ACH, or mobile wallets to make your contribution. (Please note you can select 1-time or recurring payments, including recurrence monthly or annually.) Said Dionne, "CalFlowers has launched a voluntary model of individual, private companies funding the national campaign. If many companies participate across all industry segments, we will truly increase floral consumption in the U.S. The payment methods and suggested levels of contribution are structured so businesses of all sizes can easily fund the Foundation's efforts. Broad industry support for "That Flower Feeling" is essential to continuing to produce and distribute effective, professional floral marketing to the U.S. consumer."

Studio camera shot

At the Floral Convention and IFTF
Eager to learn more about That Flower Feeling Foundation? CalFlowers is hosting the popular Fun' N Sun Convention on August 29-31, 2022, at the iconic Hotel Del Coronado in San Diego, CA. "That Flower Feeling" will be a featured part of the convention, including various panel discussions with marketing experts and a detailed presentation about That Flower Feeling's marketing performance and strategic plans. Additionally, That Flower Feeling Foundation will also be at the IFTF in Vijfhuizen (November 9-11) to engage with stakeholders and earn industry support.

For more information
That Flower Feeling Foundation
Steve Dionne, Executive Director, CalFlowers
Email: [email protected]
T: +1 760-213-3996