Several parties in the Dutch ornamental horticulture sector have joined forces for a coordinated Mother's Day campaign aimed at reinforcing the relevance of flowers in a changing social landscape. On the initiative of Plants & Flowers Foundation Holland (PFFH), Royal FloraHolland (RFH), the Royal Association of Florist Retailers (VBW), Tuinbranche Nederland, and flower auction Plantion are collaborating under the campaign slogan "Nothing says it … like flowers do." The campaign aims to address the growing consumer demand for personal and meaningful gifts around Mother's Day, and the cooperation reflects a shared interest in projecting a strong, consistent image of flowers to consumers.
Promotional materials for florists and garden centres
To support florists and garden centres, PFFH has developed a range of promotional materials, including eye-catching posters, greeting cards, and social media templates. These are being distributed widely through VBW, Tuinbranche Nederland, and Plantion. Interest has been strong: more than 300 florists and garden centres have already requested the materials. Consumers purchasing a Mother's Day bouquet receive an oversized greeting card as a gift, making the gesture more personal and reinforcing the emotional value of flowers.
© Plants & Flowers Foundation Holland | Klaudia Taday
RFH is contributing to the campaign by bringing grower stories and features to the attention of the press and by sharing a video profile of a grower. Together, the parties are working towards a consistent 360-degree approach with a single, clear consumer message: flowers as the Mother's Day gift, while also putting the sector in a positive spotlight.
Responding to the changing meaning of Mother's Day
The campaign reflects a broader shift in how Mother's Day is perceived. Research by Ipsos shows that 69% of Dutch consumers consider it important that different forms of motherhood are recognised, including step-mothers, foster mothers, and those who have lost a child. More than 40% also feel that mothers who have passed away deserve acknowledgement. The campaign translates this development into a broader, more inclusive approach to Mother's Day, making room for personal stories and a diverse range of mother figures. Flowers are positioned as a means of expressing feelings that are not always easy to put into words.
Stories and reach through media and influencers
In collaboration with Dutch media brand Vriendin, personal stories are being shared both in print and online. These stories give a face to the diversity of motherhood and highlight the emotional significance of flowers. The campaign is further amplified through social media, where influencers share their own interpretations of Mother's Day — showing who they are honouring and the role flowers play in that. This approach allows the campaign to reach a broad and diverse audience.
Striking activation in the Netherlands and Germany
As part of the campaign, PFFH organised eye-catching public installations in both Germany and the Netherlands. A large, colourful vase filled with different flowers was unveiled in Düsseldorf on 2 May, with each flower representing a different type of mother. A follow-up installation took place in Utrecht on 7 May. The installations serve as a visual statement celebrating the diversity of motherhood and inviting passers-by to reflect.
Flowers as a connecting factor
With the campaign "Nothing says it … like flowers do," PFFH and its sector partners are responding to the evolving meaning of Mother's Day. Through joint efforts and targeted activations, the campaign reaffirms the relevance of flowers as an emotional and personal gift.
*Source: survey among 1,000 Dutch people, conducted in April 2026 by Ipsos I&O on behalf of PFFH
For more information:
Plants & Flowers Foundation Holland
www.plantsandflowersfoundationholland.org
