Interflora is targeting a new generation of customers with its new Say More campaign, with spots on the newly established Amazon Prime advertising schedule.
A 20 second film will be shown on the streaming service, while a longer 60 second brand film is running across Sky, TV, C4 as Interflora returns to television.
Caroline Adams, Interflora’s head of marketing, said: “We have a clear communications challenge so needed to work out how to better communicate our brand’s role in facilitating deeper moments of emotional connection through flowers that are handcrafted by a local florist and created for that individual recipient and occasion.
“Say More gives us just that: a platform to stand out and differentiate ourselves in a market that has become very saturated. Our new look and feel is very modern and culturally relevant to encourage younger females to see us in a new light and make more of an emotional connection with our brand”.
The campaign also sees OOH advertising across London plus pockets of regional OOH featuring local florists from Interflora’s community.
Adams added: “Interflora is a heritage brand which brings with it both pros and cons. Whilst we enjoy high levels of brand awareness and customers tell us they trust us to make beautiful things happen, our research showed that a younger audience had preconceived ideas about us which essentially made them think we weren’t a brand for them.
“On a positive note, when we looked at what this audience want from the online flower gifting market – to be able to send a personalised gift whilst supporting local – we realised we are actually perfectly placed to serve them.”
Interflora has a community of 1,000 florists in the UK and Ireland and a product offering that enables the customer to make special requests such as for the inclusion of a favourite flower or preferred colour. In November 2023, it partnered with last-mile logistics technology platform FarEye to provide real-time visibility of delivery.
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