Flowers and Plants Association: How not saying it with flowers grew a generic market
Small budget campaign for the Flowers and Plants Association. Objective: to increase sales at non-peak times and to communicate that flowers should be a regular part of life. Tracking showed that the initial magazine campaign worked but was not translating to sales. A rethink led to a 6 week burst in underground posters, in London. Evaluation: sales and unit share of mixed bunches increased in London, compared to rest of the country. Estimate of incremental sales in London due to advertising, worth £843,000.