Chrysanthemum promotion aimed at French bridal market

Eye-catching campaign aimed at French florists and consumers  

Chrysanthemum: the perfect partner for every bride
The month of May traditionally marks the start of the wedding season. Spring fever, love and happiness under the radiant spring sun: everything you expect to find on a festive wedding day. And chrysanthemums are also a perfect addition to this scene. To clearly emphasise this to bridal couples, wedding planners and florists, in particular, the Flower Council of Holland has developed an eye-catching activation for the French market in collaboration with flower wholesaler Agora and the promotional campaign JustChrysanthemum. 

Florist activation
Chrysanthemums are strong, easy to use and available in lots of fashionable colours. This message is primarily aimed at florists because they do not usually consider chrysanthemums as wedding flowers. Wholesaler Agora knows how important the wedding season is for flower sales. To draw even more attention to chrysanthemums, a unique florist activation campaign has been developed. After all, florists play an important role because they offer advice about which flowers to use for the bouquet and decorations. 

Between 8 May up to and including 30 June, special mixes of chrysanthemums will be available to Agora customers. Florists will receive a sticker for every mix that is purchased. Each card that is filled with ten stickers earns florists a free chrysanthemum mix and a lottery ticket. The winner of the lottery gets an all-inclusive trip to a chrysanthemum grower in the Netherlands, as well as the opportunity to visit the Agora platform in Aalsmeer.

To bring this campaign to the attention of Agora customers, florists are being inspired in cash & carries and the Agora newsletter to be more active when suggesting chrysanthemums during wedding celebrations. This is an important part of this shopper activation, since consumers will have to be reached via florists and other points of sale. 

Social media campaign
 Obviously, the marrying couple will ultimately decide which flowers will be used. To help them in the decision-making process, a media campaign on Pinterest offers them inspirational images that show how chrysanthemums are perfect for a bridal bouquet, decoration, corsage or during the wedding toast. Ready-made ‘posts’ are supplied to florists for use on their own social media channels. By printing the poster that has been supplied digitally, florists can also highlight chrysanthemums as the ultimate wedding flower in their shops. The Flower Council of Holland’s French consumer platform  - lajoiedesfleurs.fr – is also highlighting the campaign with inspiring images and stories about the versatile chrysanthemum. 

Keen to find out more? 
Contact Floris Wiebosch, shopper marketeer, at fwiebosch@bloemenbureauholland.nl. 

             
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