Interflora has partnered with Leeds agency Prohibition PR on a major new integrated campaign intended to celebrate ‘everyday love’.
The “Send more Love” campaign, launching this month, will urge Brits to become better at publicly expressing their feelings to the people closest to them.
Everyday gifting – such as anniversaries, celebrations or thank-yous – account for a huge proportion of Interflora’s orders, and this is the first time the flower specialist has delivered a campaign focusing specifically on this market.
Prohibition will deliver a traditional PR campaign that focuses on the UK’s inability to express love and appreciation publicly. It has enlisted support from a cognitive behavioural psychotherapist and psychologist, Dr Becky Spelman, who will act as a third-party spokesperson for the campaign.
All content will be hosted on a dedicated campaign landing page and an interactive web app developed by Prohibition, allowing people across the UK to post public appreciative messages to those closest to them, with each sentiment appearing on a live hotspots map.
To support the campaign, Interflora has also commissioned three brand films to showcase different ways in which real-life Interflora customers have sent more love.
Will Ockenden, director and co-owner at Prohibition, said: “While big gift-giving occasions like Mother’s Day or Valentine’s Day often get the lion’s share of consumer attention, ‘everyday’ gifting often accounts for equal or even greater cumulative revenues, yet often get neglected when it comes to marketing.
“However, it’s great to see Interflora recognising this, and though the universal themes of love and appreciation, we hope we have created a campaign that will resonate with consumers.”
