That Flower Feeling Wins ADDY® Marketing Award
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CalFlowers is proud to announce that their nationally-scaled, consumer-direct marketing initiative – That Flower Feeling – has been selected for a coveted ADDY® award.
The annual American Advertising Awards (Commonly called the ADDY Awards) is the world’s largest and arguably toughest advertising competition. The ADDY Awards represent the true spirit of creative excellence by recognizing all forms of advertising from media of all types, creative by all sizes, and entrants of all levels from anywhere in the world.
That Flower Feeling is a new brand, established by CalFlowers but designed to represent the entire U.S. floriculture industry. TFF’s first marketing campaign, ‘Flowers. Self care made easy’, was launched in January 2022 across major social media and digital audio platforms.
The campaign to date has engaged consumers over 65 million times, and post-campaign market analytics show that consumers exposed to the campaign demonstrated an 8% shift towards ‘intent to purchase flowers in the next 30 days’. The goal of the campaign is not only to increase per-capita consumption in the U.S. market, but also to promote everyday (non-holiday) enjoyment of cut flowers by pushing them into the popular ‘self care’ cultural trend.
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