New plant campaign from the Flower Council of Holland
Green energy, cosiness, improved air, beauty: there are many reasons to thank plants for what they do. And that is the angle for this new campaign.
The new ‘Thanks Plants!’ marketing campaign is all about the benefits of plants for health and well-being. This fits well with the growing interest in healthier living, and brings positivity to the relationship that people have with plants. The angle: plants make us more energetic, more relaxed, happier and healthier, and all that in exchange for just some water. They’re no bother, literally and figuratively protect us from noise and help us to connect with what really matters. And when they grow, the people around them grow too.
Plants as oxygen in a busy life
‘Thanks Plants!’ will run for at least three years, and has been developed in collaboration with stakeholders to further boost the sales of plants. A commercial has been produced from the perspective of ‘Plants as oxygen in a busy life‘. This commercial will be seen on Dutch television at the end of October, amongst other places. The campaign will also be widely supported through various media: online video (YouTube, Facebook and Instagram), but also through advertising on the street, and naturally on Thejoyofplants.co.uk’s own channels. ‘Thanks Plants!’ will have high visibility in Germany, the United Kingdom and the Netherlands between 22 October and 11 November 2018, and between 29 October and 18 November 2018 in France.
The launch in the Netherlands included a photogenic Plant Bathing Studio, which was a pop-up style event in Amsterdam. Potential other PR activities are being explored in the other countries. There is also the special edition Happi.health, a glossy magazine which the Flower Council of Holland is publishing in conjunction with mindfulness magazine Happinez. Happi.health is a special edition packed with insights and inspiration for a healthy and happy life, which includes the health benefits of plants. Happi.health magazine will be published as a special edition in the Netherlands and France. In the United Kingdom the plant articles will be included in the standard edition of Happinez Magazine.
The impact of ‘Thanks Plants!’ will be measured soon after this campaign using representative samples via an online survey. The impact and effect of all the Flower Council of Holland's campaigns and communication activities are also measured almost continuously. This includes identifying the gift position of plants, and the intention to buy as a result of campaigns.
Join the inspiration!
Downloadable POS material to promote the plant campaign is available. The posters (A3 size) can also be downloaded using the link below for you to print yourself or have printed. The image material below may be used royalty-free unless stated otherwise, crediting Thejoyofplants.co.uk.
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