Ericka So, a reporter in Sacramento, joined Jim Relles and staff members from Relles Florist for the giveaway. So posted about the event across her social media platforms many times.
On the morning of October 19, Jim Relles had something just about every local florist dreams of: Reporters from all three network affiliates were in Relles Florist, begging Relles to tell them more about his flowers, his business and why every person in Sacramento, California, should be buying and giving more flowers, more often.
The carrot that lured the journalists? The Society of American Florists’ second Petal It Forward campaign, a feel-good initiative through which florists in all 50 states gave out thousands of flower bouquets, encouraging surprised — often, overjoyed — recipients to keep a bouquet for themselves and share a second bouquet with a friend, loved one or stranger.
“The campaign worked really well for us,” said Relles, who gave out about 700 bouquets in a four-hour period. Through a happy coincidence, the shop was celebrating a major milestone, 70 years in operation, the same week, which helped make his pitch to reporters, and the generous gesture to the community, even more compelling.
“It was unbelievable. People were so nice — we got so many hugs,” said Relles, who was also featured in the Sacramento Bee and local radio shows.
Sunflower Flats in Tillamook, Oregon, asked for suggestions for Petal It Forward giveaway sites. One overwhelming response: retirement homes.
Even more amazing: That kind of story — glowing press coverage and happy, happy people — played out across the country, as florists of all sizes, with significant support from their wholesaler, grower and supplier partners, endeavored to make this year’s campaign even bigger than the 2015 outreach.
In fact, more than 260 local florists’ giveaways in 234 cities in all 50 states, combined with the SAF kick-off Petal It Forward effort in New York City on the morning of October 19 and a strategic PR push by the association, generated hundreds of high impact news stories in outlets such as CNBC, New York Business Journal, The Wall Street Select and The Miami Herald, along with the kind of goodwill and good feelings that advertising dollars can’t buy, said SAF’s Vice President of Marketing Jennifer Sparks.
“To see the amount of media coverage generated by members nationwide is so impressive,” Sparks said. “It just goes to show that a little bit of time and effort to capture great PR can go a long way to spotlight the positive benefits of flowers and increase visibility within the community.”
SAF’s nationwide efforts garnered more than 67 million impressions, according to Sparks, who added that coverage of Petal It Forward through local efforts by members nationwide totals more than 206 million impressions combined.
Participating florists said they are indebted to the many wholesalers, growers and suppliers who supported retailers with donated or discounted product and logistical help.
Team members with Oasis Floral Products sport Petal It Forward T-shirts while promoting the giveaway. Industry members across the supply chain worked together to make this year’s event a success.
A number of florists, including Natalie Rieger of Sunflower Flats in Tillamook, Oregon, said a big part of the appeal of Petal It Forward this year was the campaign’s clear purpose of overall kindness — a message that many Americans are hungry for, especially in the midst of the current presidential election.
“Our neighbors in the town about 25 miles to the north of us had experienced a devastating tornado the week prior and the election negativity goes without saying,” Rieger said.
Faced with an ongoing city renovation that made a street handout tricky, the shop came up with the ingenious idea to ask customers beforehand for Petal It Forward route ideas and stops. People chimed in with business names but they also suggested retirement homes (along with, less altruistically, themselves). The shop is still fielding messages of gratitude.
“ was a great reminder that it doesn’t take much effort to brighten someone’s day,” Rieger said. “The surprised gasps, smiles and thanks that I received while delivering made my day as well. It was a reminder that it’s always more fun to give than to receive.”
Staff members from Peoples Flower Shops handed out flowers in in Albuquerque, New Mexico, and then shared images of happy recipients throughout the day on social media.
Indeed, the happiness Petal It Forward delivered, often to people in desperate need of a pick-me-up, seems to be the lasting message the campaign.
In Philadelphia, a recipient of a Petal It Forward bouquet contacted Ten Pennies Florist to share her gratitude (in a note the retailer later shared with one of its partners in the outreach, Pennock Floral.)
“I was in center city yesterday leaving a doctor’s appointment. I’ve been struggling and going through a tough time,” she wrote. Then, a Ten Pennies team member approached with roses and the Petal It Forward message.
“Before I left the area, a gentleman handed me a rose and told me now I have three, so when I petal it forward I’ll have double the smiles,” she explained. “Thank you so much for turning my frown upside down.”
Check out additional stories from around the country and at safnow.org/pifnews. Want to tell us more about your experience? We want to hear about it. Email mwestbrook@safnow.org
