CalFlowers to roll out major consumer-direct marketing campaign

FALLBROOK, USA:  The California Association of Flowers Growers and Shippers (CalFlowers) is set to launch a digital campaign whose aspirational goal is “more Americans enjoying more flowers more often” .

The first two weeks of October, CalFlowers Board members Jeanne Boes and Joost Bongaerts, along with Executive Director Steve Dionne, were on location in Warsaw, Poland and Amsterdam, Netherlands to oversee the film and still photo production, as well as brand design and website development, for their new campaign.

There is agreement around the industry that the Covid-19 pandemic has dramatically changed the demand profile for fresh flowers. Many American consumers have altered their buying patterns to include more self-purchases, driven by a desire for the beauty of fresh flowers in their homes. The well-recognised positive mental health effects of flowers have caused flowers to enter a new category in the minds of consumers.

CalFlowers’ marketing campaign, to be launched on Instagram, YouTube, Spotify, and Pinterest in January 2022 is specifically designed to capitalise on this emerging trend. Its media distribution is planned to engage over 60 million consumers in our target audience, “aesthetic explorers” comprised of women in the 25-39 age category who are focused on wellness and style.

Steve Dionne, Executive Director of CalFlowers says the results from Warsaw and Amsterdam have been very encouraging. “Working with a team that includes 180 Amsterdam (NL), MindsEye Productions (UK), Tango Productions (PL) and with floral stylists The Wunderkammer (GR), and director Dugan O’Neal from Los Angeles, we expect to have a professional, polished ad campaign that incorporates humor, visual interest, and a relatable message that promotes the enjoyment of fresh flowers.”

As the campaign draws nearer, CalFlowers will be reaching out to many industry stakeholders to help amplify its consumer messaging through social media channels, as well as hard assets such as point-of-sale posters and truck wrap graphic designs.

The California Association of Flower Growers & Shippers (CalFlowers) is a voluntary California-based trade association comprised of 241 voting members in California and 648 associate members in 48 states other than California. CalFlowers collaborates with other floral industry associations to promote the floral industry in the U.S., striving to have more Americans enjoy more flowers more often, and provides access to discount shipping programs for floral products.

It is estimated that about 80 per cent of the US cut flower production occurs in California, creating an economic engine with an estimated impact of billions of dollars.