A new EU-funded campaign to promote pelargonium (geranium) plants will launch in January 2025. Worth around 2.7 million Euros, the campaign aims to grow and secure long-term sales of the popular spring flowering plant and support Europe’s horticulture industry. It will run for three years in five countries: Germany, France, Poland, Denmark, and Sweden.
Pelargonium for Europe (PfE) is a multi-stakeholder initiative launched in 2016 to support Pelargonium sales across Europe through generic product promotion. The campaign is active in 22 countries and will remain so while winning EU funding, enabling increased activities and impact in the five new target countries. This new campaign will widen an existing cohort, as PfE already has EU campaigns running in 11 countries. As such, from 2025, PfE is set to see its biggest year yet, with active EU campaigns in 16 countries at once.
For the new EU campaign, PfE is looking for agency partners with experience in PR and marketing for consumer lifestyle products (mandatory) and, ideally, with an understanding of the flower and plant sector and in running publicly funded projects (desirable).
There are 11 options available for tender:
- Country Campaign – France
- Country Campaign – Denmark
- Country Campaign – Sweden
- Country Campaign – Germany
- Country Campaign – Poland
- POS Core Campaign (international & Germany)
- IGA Event (Germany) – register interest only
- Community Activation – Y1 research (international) – register interest only
- Community Activation – Y2 & Y3 promotions – register interest only
- Cross-media activities with BLOOM’s (Germany)
- External Evaluator – register interest only
The campaign targets both end-consumers and supports the green trade. National agencies are sought for the five country campaigns: public relations, media collaborations, digital and social media marketing, point-of-sale support for retailers, and sustainability communication for producers.
Internationally oriented agencies are also seeking several core activities, including the central development of point-of-sale materials and an exciting new community activation to address the public planting schemes of towns, cities, and villages. Pelargoniums will also make a special appearance at the large-scale regional garden event IGA in Germany in 2027, and a specialist horticultural events agency is sought to coordinate this.
PfE is driven by its breeder members, who are global leaders in ornamental plants; they are constantly developing the best quality varieties and a more diverse range. There are thousands of cultivars of pelargonium, otherwise known by the common name geranium. Over many years, European breeders have greatly enhanced the strength and hardiness of pelargoniums available in Europe, meaning they are longer lasting, more durable, and more versatile in their colours, forms, and usage possibilities.
Therefore, the campaign’s key messages promote the pelargonium’s quality, diversity, versatility, and beauty. Tradition is also important since pelargoniums are famously seen adorning balconies and patios all over Europe, often playing an important role in cultural visuals and events such as village flower festivals.
PfE aims to boost sales and improve consumer product perceptions, strengthening the stability and growth of the horticulture industry overall. Winning this EU funding is a testament to the campaign’s impact and support for the sector.
How to apply: agencies should contact tendering@org-intern.info to receive the tender pack and necessary templates.
Essential information:
- The deadline to tender for most activities is 10th January 2025, 5 pm CET.
- Agencies should request the tender pack from the PfE team to apply. The application process involves submitting a proposal, a budget, and an online application form using pre-provided templates.
- Agencies will be informed of the outcome in early February 2025.
- The project officially begins on 1st January 2025. Activities can start in February, but agencies should be ready to start working after selection is confirmed.
- There is an extended deadline for four activities: (i) IGA Event Germany, (ii) Community Activation Research Report in Year 1, (iii) Community Activation Promotions in Years 2 & 3, and (iv) External Evaluation. At this stage, applicants can only register interest in these activities, and more information will be shared in early 2025.
- Communication within the PfE network will be in English.
- PfE’s breeder members are Dümmen Orange, Elsner PAC, Florensis, Selecta One, and Syngenta Flowers.
- Green Marketing Europe handles project management for PfE.
- Contact PfE at tendering@org-intern.info
- Find out more:
Pelargonium for Europe consumer website: www.pelargoniumforeurope.com
Pelargonium for Europe trade website: www.pfe-trade.com
Green Marketing Europe website: www.greenmarketingeurope.eu
