“Ditch the flowers and chocolate and give a truly unique gift this Valentine’s Day – a Sweet Farm Animal Sponsorship in your loved one’s name.” This is the introduction of a Valentine’s Day promotional email sent by nonprofit organization Sweet Farm. (Ditch the flowers was the subject line).
As the voice of the floral industry, SAF responds to advertising that is disparaging during one of the most important floral holidays of the year. SAF emphasizes the importance of taking the time to identify and promote a product’s unique advantages, which often results in more creative and effective advertising.
SAF reached out to Sweet Farm and asked the organization to discontinue such advertising.
The other advertising that SAF responded to this week includes:
- A Facebook post by NoteCube (from Valentine’s Day 2020) that states, “The cost of 1 NoteCube is about the same as a bunch of flowers. Don’t you think that’s worth making their entire month?” as well as the current advertising on their website: “The best way to say I love you just got easier. More thoughtful than chocolates, lasts longer than flowers. A NoteCube will make them love you even more.”
- An Instagram post by Gold Sheep Clothing, with an image that says, “Forget the Roses I’ll Take Rosé.”
- The Valentine’s Day campaign for a company called The Only Rose. The Only Rose sells “Everlasting Roses,” which are real roses, but are preserved naturally to guarantee blooms for at least a year. Their website states, “Why give roses that wilt and are easily forgotten? Instead, give a unique gift that will become centerpieces of your loved ones lives and make for great memories.”
SAF Member Kevin Priest received a marketing email from All Trails with the headline “Better than a Bouquet” and text that reads “Why stop at flowers when you can treat your Valentine to scenic views and sunsets? Gift your special someone a year of adventures with AllTrails Pro…”. Kevin contacted the company to let them know that this type of advertising provides a negative connotation to gifting flowers and has a damaging impact on the floral industry.
All Trails took the time to provide Kevin with an explanation “Hi Kevin! Thanks for the feedback! Nothing against flowers at all, we even say later in the email “why stop at flowers” implying that you have already purchased flowers. Thanks again for the feedback.”
While not guaranteed, it is encouraging to receive a response from any company. A response provides hope that the business will remember this feedback and rethink their advertising in future campaigns.
Take a look at all of the negative publicity SAF has responded to during the Valentine’s Day season. Plus, get tips on how to effectively respond to negative ads yourself — using your leverage as an SAF member.
Elizabeth Daly is the marketing and communications manager for the Society of American Florists.
