“Just Add Flowers” campaign surpasses 1 million impressions

That Flower Feeling (TFF) has announced that its latest campaign, "Just Add Flowers," has officially surpassed 1 million digital impressions since its launch in November.

That Flower Feeling's mission to position flowers as an everyday essential—rather than a "special occasion" luxury—has already yielded measurable success. Comprehensive test market studies conducted by the foundation revealed a double-digit lift in sales volume, with TFF-backed regions seeing a +10% increase in sales compared to non-promoted areas. This growth was observed across the entire supply chain, including mass-market floral departments and retail florists.

Building on this proof of concept, the "Just Add Flowers" campaign targets a broad demographic of men and women aged 25–55. By focusing on core pillars such as gift giving, self-care, home decor, and mindfulness, the campaign has successfully engaged over 1 million consumers across TikTok, Meta, Pinterest, YouTube, and Google.

"The success of 'Just Add Flowers' demonstrates that when we speak to consumers about the holistic benefits of flowers, they respond," said Vanessa Leite, Executive Director of That Flower Feeling. "As we celebrate five years of this brand, we are no longer just dreaming of a year-round floral culture; we are actively building it."

To sustain this momentum, That Flower Feeling announced last December a high-stakes Match Challenge with CalFlowers. The foundation is urging all industry members—including growers, importers, wholesalers, and hardgoods providers—to contribute to the national fund.

"It is vital to contribute even if you do not see a direct, immediate benefit in your specific niche tomorrow," said Leite. "This initiative is the 'rising tide' for the entire floral industry. By contributing, you are securing the matching funds necessary to keep our ads running and ensuring that flowers remain top-of-mind for millions of American consumers."

Industry leaders can champion the movement by becoming direct Contributors and serving as brand ambassadors to inspire peer participation. These contributions are strategically reinvested into national consumer advertising, fueling year-round demand for the entire floral category.