New campaign aims to reframe flowers as an everyday essential

That Flower Feeling has announced the official launch date of Monday, November 17th, for its next campaign, "Just Add Flowers." Building on the success of its previous Self Care message, this new initiative is designed to achieve one simple goal: get more flowers into homes, more often.

The "Just Add Flowers" campaign reframes flowers from a "special occasion" purchase to an "everyday essential." It offers a simple, powerful call to action for consumers to elevate any moment—their morning coffee, a friend's reunion, a housewarming, a work-from-home desk, or a relaxing bath—by just adding flowers.

This new campaign builds directly on the momentum created by "Self Care Made Easy." A dedicated test market for the Self Care initiative proved the marketing model, showing a significant and immediate lift in everyday flower sales. It demonstrated that a unified national message resonates with consumers and, more importantly, motivates them to buy. "Just Add Flowers" is the next evolution of that strategy.

"We have proven that this collaborative marketing model works. Now, we are asking the industry to unite again as we launch 'Just Add Flowers,'" said Vanessa Leite, Executive Director of That Flower Feeling. "To make this campaign a household name, we need a two-pronged partnership: a financial investment to power the national media buy, and active participation using our 'Just Add Flowers' toolkit at the local and regional level."

To support this push, That Flower Feeling has created a comprehensive toolkit for all industry members. It includes professionally designed social media assets, digital ads, print materials, and in-store signage to help bring the national campaign to local customers. The toolkit will be available for download on Monday, November 17th.

"We explored several powerful concepts, but 'Just Add Flowers' was the clear winner," said Christopher Lewis, Creative Director with Logical Media Group. "It's simple, direct, and actionable. It captures the behavior we want to build—reframing flowers not just as a gift, but as an easy, everyday way for people to elevate their own lives. That's the entire strategy in three simple words."

The campaign's reach is funded entirely by the industry, for the industry. Financial contributions directly support the media buy for "Just Add Flowers," placing ads on the platforms and channels where consumers already spend their time.

"This is the perfect example of fostering community over competition," said Cameron Pappas, a retail florist and dedicated TFF contributor. "When we work together and invest in a unified message, we create a rising tide that lifts every one of our businesses. 'Just Add Flowers' is a campaign every florist can get behind, and I'm proud to support it because it's an investment in the industry's success."

In another example of collaboration, the "Just Add Flowers" name is being made available for the campaign's direct-to-consumer use through a licensing agreement with FernTrust, which holds the B2B trademark.

That Flower Feeling is asking all industry members to join the movement by considering a financial contribution and downloading the toolkit to bring this message to customers.