SAF contacts companies, like Not Your Average Joe’s, and asks them to promote products on their own merits.
Valentine’s Day promotions for electronics, restaurants and vacation getaways recently claimed their products are “better than flowers.” As the voice of the floral industry, the Society of American Florists contacts companies that disparage flowers and asks them to reconsider their marketing approach. Here is a list of companies recently contacted by SAF:
- Best Buy distributed an email promotion with the subject line: “Chocolates? Flowers? Phooey.”
- Microsoft sent an email promotion with the subject line: “Better than flowers and chocolate.”
- With restaurants in Maryland, Massachusetts, New Hampshire, Pennsylvania, Rhode Island and Virginia, Not Your Average Joe’s sponsored a Facebook post that read: “Tag a friend you know who would rather have a Focaccia bouquet than roses this Valentine’s Day.” A Tweet read: “RT this if you know someone who would rather have a Focaccia bouquet for #ValentinesDay than roses.” Robert Gotti, the company’s chief marketing officer, replied: “There was no disparagement intended in that post. Sorry if you read it that way. Our focaccia bread is adored by many of our guests and this was simply a fun way for folks to tag ‘that friend’ of theirs who loves our bread.” SAF responded, reiterating the floral industry’s concern: “While NYAJ may not have intended to disparage flowers, if you step back and look at it from the perspective of the floral industry, hopefully you can understand our concerns.”
- Radio commercials for Portillo’s restaurant chain in Chicago says heart-shaped chocolate cakes would make better gifts than flowers.
- Wyndham Vacation Rentals sent an email promotion with the subject line: “Skip the roses-book a romantic getaway!”
As reported in the Feb. 1 and the Jan. 25 issues of E-brief, SAF has responded to Charitybuzz, Goodhousekeeping.com, Scentsy, Touch of Modern, Victoria’s Secret, and ZYPPAH.
Forward harmful floral publicity to Scala at jscala@safnow.org.
