Reviving the European Flowers & Plants market - 2021

Since March 2020, the COVID-19 pandemic heavenly affected and disrupted the EU Flower and Plant market. With this the entire European horticultural sector which strongly depends on the sales on the internal European market. The estimated aggregated losses for the flower & plants sector (nursery stocks, ornamental plants and cut flowers) amount to € 4, 12 billion across the EU in March and April 2020 alone – almost 10% of the estimated total EU market value of € 48 billion. There for a Consortium of six horticultural organisations from six EU member states (AT, BE, BG, FR, GE, NL) aim at restoring market conditions following the impact of COVID-19 on the market for Flowers & Plants. These six organisations are the official applicants of this proposal. Out of these six applicants, the overall coordination of this proposal will be done by the Flower Council of Holland.

 The B2C strategy will be targeted on seven (main) European consumer markets Austria, Belgium, Bulgaria, Denmark, France, Germany & Netherlands, These markets represent under normal conditions 59% of the European consumption and are there for relevant for all European member states producing horticultural products. The campaign focuses on restore positive awareness and growth of buying intention for flowers & plants. For such impactful changes, we need to connect to our audience on an emotional level. Give them intrinsic reasons to buy flowers and plants.

Our campaign consists of a manifesto celebrating the different emotional benefits flowers and (garden) plants provide us with. This manifesto will be centred on people who experience this. This way we make it recognizable and it creates a connection with our audience. With the right context and noticeable imagery, we make it memorable.

The activities will be broadcasted using most cost-efficient and high impact media such as video on YouTube Masthead & TrueView and Radio broadcasting, as well as PR activities and a digital POS kit for visibility in shops.