That Flower Feeling’s latest national campaign has surpassed 1 million digital impressions, marking a significant milestone for the industry-funded consumer marketing initiative. The achievement reflects not only strong digital engagement but also growing traction behind a long-term strategy to reposition flowers as an everyday essential.
Launched in November, the “Just Add Flowers” campaign is designed to shift consumer mindset away from viewing flowers as a luxury or special-occasion purchase. Instead, the messaging emphasizes the emotional and wellness benefits flowers provide in daily life.
“Whether you are giving flowers, receiving flowers, or simply enjoying that bouquet at your home or office, a psychological and emotional boost is certain,” says Chris Drummond, AAF, PFCI, chairman of That Flower Feeling’s advisory board, owner of Penny’s by Plaza Flowers in Philadelphia, and a past president of the Society of American Florists. “We know every day is better when you ‘Just Add Flowers.’ We are now communicating that to the masses.”
Not bound by gender, age, income or geography, the “Just Add Flowers” campaign conveys its message through four specific pillars: gift giving, self-care, home décor and mindfulness.
To reach consumers at scale, That Flower Feeling has executed a coordinated digital strategy that includes paid placements on YouTube, Instagram, Facebook, TikTok, and Pinterest. The organization has also partnered with carefully selected influencers to amplify the message organically.
“While they follow themed guidelines from our creative director, each influencer is encouraged to stretch their imagination and have fun,” Drummond says.
Content intentionally features flowers and foliage in a wide variety of styles and settings, from high-style professional designs to informal DIY bunches. The goal is to reinforce that flowers can easily be incorporated into everyday life.
In addition to paid and influencer content, That Flower Feeling is equipping industry partners with turnkey marketing tools. The organization has developed prewritten content that stakeholders can deploy immediately across websites, email campaigns and social platforms. Visual treatments include a range of serif and sans serif fonts designed for easy application across multiple mediums. These treatments can be modified to align with a stakeholder’s color palette, layout and aesthetic, allowing them to maintain an authentic brand presence while reinforcing a cohesive national campaign. (Click here to register for access to free materials.)
As an industry-funded 501(c)(6) organization, That Flower Feeling exists to create long-term cultural change that increases floral consumption nationwide. With strong early performance indicators, leadership believes momentum is building.
“The success of ‘Just Add Flowers’ demonstrates that when we speak to consumers about the holistic benefits of flowers, they respond,” says Vanessa Leite, That Flower Feeling’s executive director. “As we celebrate five years of this brand, we are no longer just dreaming of a year-round floral culture; we are actively building it.”
To sustain this momentum, That Flower Feeling announced last December a high-stakes Match Challenge with CalFlowers (the California Association of Flower Growers and Shippers), which launched the initiative in 2021 before spinning it off last fall.
“Please don’t rely on someone else to fund this advertising,” Drummond says. “Our reach is limited only by the willingness of the industry to contribute. Now is the time for every breeder, grower, importer, shipper, wholesaler and retailer to make a recurring investment. When we do that now, the impact is amplified by the matching funds.”
Katie Vincent is the senior contributing editor for Society of American Florists.
