Days after Dutch TV host Arjen Lubach burned prime time the country’s entire ornamental horticulture industry down, blaming it for growing pesticides-laden cut flowers at the huge expense of energy and carbon dioxide emissions, the Flower Council of Holland launched a new advertising campaign to highlight the powerful impact flowers have on our mental health and well-being.
The campaign kicked off with full-page ads in national newspapers Volkskrant, Telegraaf, Trouw and AD on 28 October, with more industry goodwill anticipated for this month.
A prime example of modesty marketing, the campaign uses rather minimalist photography and messages to educate consumers in a balanced way. It encourages people to share the joy of flowers and plants and highlights them as a natural and energising choice.
The ads are a mix of feel-good images and paragraphs on a proud industry with a significant contribution to national GDP, operating in a constantly changing and increasingly critical society. An industry that aims to reduce its impact on the environment as much as possible by reducing its energy and water use and tapping into the potential of geothermal energy. An industry is proud of its core values, such as togetherness, passion and ambition.