Europe in Bloom

Pelargoniums are leading products for European horticulture with a top market position in many countries. Europe in Bloom is an EU campaign by European breeders, members of Pelargonium for Europe (PfE), who represent most EU production. The EU campaign will launch in 2025 in five markets: DE, FR, PL, DE, SE.
The project will align with PfE’s two ongoing EU campaigns in other markets: no. 101094149 and no. 101137597. It will create impact by raising awareness of the merits of EU produced pelargoniums, enhancing their competitiveness and consumption, raising their profile, and increasing their market share. It emphasises efficiency, utilising materials created in EU campaigns in other countries, which are transcreated for localisation.
At B2C level, key messages highlight the quality, diversity, versatility, and beauty of EU-grown pelargoniums, and related traditions, as in European culture pelargoniums are famously seen adorning villages, towns, and cities across Europe, playing a cultural role in spring/summer. Key messages include characteristics of longevity and locality, as pelargoniums are long-lasting and produced regionally, so their sales support the sustainability of European horticulture. At B2B level, the project raises awareness of sustainable production.
A multi-channel strategy transports key messages through corresponding media channels – print, online, TV, radio, social, memorable experiences, and especially video. Activities are linked with harmonised topics and cross-channel approaches. A persona targeting strategy has been developed via depth research, targeting 10 consumer personas and 6 trade personas. Messages are underlined by representing life-worlds, values, and emotions via styling of photos, videos, layouts, and editorial. To boost sales, PoS resources and advice on care and promotion supports retailers, and the entire supply chain will access resources and news via trade communication and collaboration with industry.