Stars for Europe is the marketing initiative of European poinsettia breeders: Beekenkamp Plants, Dümmen Orange, Selecta One and Syngenta Flowers.
Stars for Europe (SFE) was founded in 2000 with the aim to promote and secure long-term poinsettia sales in Europe. The marketing campaign been supported by EU funding since 2011.
Stars for Europe is currently active in 22 European countries: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Italy, Netherlands, Norway, Poland, Romania, Slovak Republic, Slovenia, Spain, Sweden, Switzerland, and the UK.
SfE marketing activities target both the consumer and those in the green sector and poinsettia business. Core campaign measures include PR, POS and social media.
SfE’s long term goals include activating trade, rejuvenating the image of the poinsettia, developing new target groups and confirming the existing ones, positioning poinsettias as a high quality product, and raising EU funding in order to offer an expanded, multidimensional marketing approach.
The campaign focuses on family/career builders (25-35 year old), and new life builders (50-60 year old) as both consumer groups are at a ‘transitional stage in life when new habits are most likely to take hold’.
The campaign’s core funding is provided by a breeder marketing fee that is calculated according to cutting sales from European growers. Poinsettia cutting sales per country are reported annually, and this data is used as the basis for planning upcoming country budgets.
This financial support from the EU goes towards its core materials and activities in certain countries. This backing allows the green industry to benefit from bonus funding and subsidised marketing, enabling the campaign to grow significantly. With this additional support, the marketeers can push the limits of the campaign and maximise new opportunities.
When an EU campaign runs in certain countries, funding for those countries is split: 80% by the EU and 20% by breeders / industry.
From 2021-2024, a three-year EU campaign is supporting activities in seven countries under the banner of EU Campaign “Stars Unite Europe”: Germany, France, Italy, the Netherlands, Poland, Spain and Sweden.
EU funds also enable SFE to produce central materials such as images, videos, and texts used in all countries. For non-EU funded countries, this allows the remaining industry funds to focus entirely on delivering campaign materials via partner agencies.
Not only is the EU application process a complex one, but coordinating and actioning EU supported activities requires extremely specialist knowledge and training. SFE is pleased to have secured this support to benefit the green sector.
Highlights from the SFE three-year EU campaign which ran up between 2017-2020 include 9,234 publications in the media, 1,8 billion reached through press clippings, 2.6 million reached through SFE’s social media accounts, 753 views of videos, 600+ photos produced, and 170 per cent sales increase among younger consumers.
In 2021, press releases have gone to a number of relevant media contacts to reach approximately 100 million people. Targeted magazines include Maison & Travaux, Elle Decoration, Biba and GQ. Content plans include highlighting how easy poinsettias are to take care of, how to make DIY poinsettia decorations with kids, and why they make a great Christmas gift for loved ones.
Content will share poinsettia knowledge and will focus on how easy poinsettias are to set up and use in store displays.
“The SFE marketing initiative offers excellent support for producers and the trade. With the help of the campaign, whether in PR or point-of-sale material for retailers, the poinsettia is positioned as a high-quality product, both as a gift and for the home. It is important that end consumers are always provided with essential care tips, as there is a continued need to strengthen knowledge in this area.”
Reiner Höpken, Chairman of the Federal Association of Retail Gardeners, Germany.