From Grey to Green: new outdoor plant campaign

11 March 2021

_{15 March 2021}

The Flower Council of Holland will be launching a new outdoor campaign at the start of April 2021: From Grey to Green. At the heart of the campaign is the plea to make your surroundings greener, however limited they may be.

This multi-year media campaign is being rolled out in Germany on 1 April, in the Netherlands on 8 April, and we will be placing specific content on the consumer website in the UK and France as well. We are communicating this message about urban greening with a targeted campaign strategy. Packaged in short statements with a twist based on the theme: From Grey to Green.

Inspiring greenery around the neighbourhood

Afbeelding

The idea behind From Grey to Green is to inform consumers about greenery’s ability to inspire, and to encourage them to buy outdoor plants, not just for their own balcony or garden this time, but also for the ‘shared’ public spaces: front walls, roof terraces and sidewalk green/garden patches. This is a concept that fits with the current zeitgeist and the need for more urban greenery. Greenery makes people happy, combats summer heat, and absorbs excess rainwater. But greenery does more than this. By working with your neighbours to make your neighbourhood green you also get to know other residents, make new connections, and therefore feel (even) more at home in your neighbourhood.

Visuals, videos and radio
Powerful statements will inspire the target group Aesthetic Explorer to make their surroundings greener. We will draw attention to the campaign message through homepage takeovers on Dutch and German news websites. Social media advertisements with short animated videos will also show why you should make your grey surroundings greener. In addition, we will be using Digital Out of Home in Germany. The Royal FloraHolland Outdoor promotion group will be supporting the Dutch campaign with a radio commercial.

PR, content and a shopper activation
We will also be using PR and content to tell people about the positive effects that green surroundings have on mental and physical health, and the quality of life in the neighbourhood. Examples of content subjects on the consumersites are garden design ideas, creative tips for covering dull concrete with plants, and DIY craft projects. Depending on the Covid-19 situation at the time, we may also talk about how you can organise a green block party with neighbours. Although no media campaign is planned in France and the United Kingdom, we will be launching social media posts and the content dossiers covering urban greening in these two countries at the start of April as well. A shopper activation which links up with the From Grey to Green theme is also planned in the Netherlands in April. We are currently working hard on what this will involve.

Launch
The start of the campaign is scheduled for 1 April in Germany. In the Netherlands the campaign will be launched on 8 April and the Dutch radio commercial will be on the air from 12 April. Obviously we will be paying close attention to the Covid measures and restrictions.

Campaign materials
If you would like to join in with this outdoor plant campaign, download the English versions of the posters and images below - please include the credits #fromgreytogreen and #thejoyofplants. If you are interested in showing the animated short videos on the screen(s) in your shop or office, please e-mail igroot@bloemenbureauholland.nl.

The campaign statements can also be downloaded in various other languages from these website pages:

The campaign statements can also be downloaded in various languages from our online marketing portal. Paying stakeholders can access the portal on request.

More information
For more information about this campaign please contact campaign manager Isabel Groot at igroot@bloemenbureauholland.nl or get in touch with UK Country Manager Chanel de Kock at cdkock@flowercouncil.co.uk.