Major new PR campaign from Flower Council
Mark your diaries - FCH have launched a major PR campaign to boost sales and show how social distancing can be made more beautiful.
Because until a Covid-19 vaccine is developed, we will need to keep complying with social distancing rules. But rather than letting it divide us, the Flower Council of Holland have devised a new campaign that will encourage consumers to fill the distance with flowers and plants.
The new international campaign - communicated to the public via the FCH’s consumer brands Funnyhowflowersdothat.co.uk and Thejoyofplants.co.uk - positions the ‘distance’ as something that can actually bring people closer together and why they will be encouraging people to view the gap between them as a space in which beautiful things can bloom.
By filling the emotional gap between loved ones with the gift of flowers or plants, it inspires people to make the world more beautiful during these challenging times.
The theme of the campaign is ‘Fill the distance with beauty’, which has been translated into four languages. In English the campaign slogan is ‘Fill the distance with beauty’ with the hashtags #FillTheDistance and #FillTheDistanceWithBeauty for social media.Going wide ... going big
This large-scale consumer campaign will launch in the Netherlands, France and UK on 7 September with Germany launching on 21st September. Working with four main strategies the campaign aims to reach as many consumers as possible using a combination of proven routes to market.
Digital Out Of Home: (DOOH) This campaign will appear on digital outdoor advertising displays in medium and large-sized cities in the four core countries. The locations are being selected to achieve maximum reach and have been adapted to consumers’ current travel patterns to mainly outdoor locations.
Online: FCH will create extensive reach with their eye-catching campaign images through homepage takeovers. Consumers will not only be able to click through on these messages to their consumer websites Funnyhowflowersdothat.co.uk and Thejoyofplants.co.uk (and the sister platforms in the core countries), but also to online sales partners Fleurop.de (Germany) and Bakker.com (all key countries) for an instant sales boost for flowers and plants.
Social media and content: The campaign will be the subject of targeted pushing via the Funnyhowflowersdothat.co.uk and Thejoyofplants.co.uk channels with some great content articles and posts which will inspire consumers to buy flowers and plants.
Influencers: influencers will be used in the four core countries to create attention-grabbing content that fits with the campaign theme and will be distributed through their own channels.
PR at your fingertips
More information will be launched over the coming days in the run up to the 7th September launch but already there’s a range of point-of-sale material packs consisting of posters, postcards, window decals, floor stickers, and a special bouquet ribbon (subject to change) ready for distribution via the partners of the campaign and there will be a whole host of digital assets available in a number of languages to allow every flower and plant seller to join in the campaign.
Want to find out more?
If you would like to find out more about this campaign, please contact Chanel de Kock, country manager United Kingdom on
