Stars Unite Europe in Bloom - European campaign for pelargonium and poinsettia

Stars Unite Europe in Bloom is a joint campaign from European breeders of poinsettias (SfE) and pelargoniums (PfE), representing a large proportion of EU ornamental production. It merges both projects, enabling joint synergies, efficiencies, and opportunities through the year. It will launch in AT, BE, ES, NL, and IT following successful projects of previous years. It creates impact by raising awareness of merits of EU produced plants, enhancing their competitiveness and consumption, raising their profile, and increasing their market share. Its rationale is centred around the vulnerable and volatile state of Europe’s ornamental horticulture sector – considering factors such as rising inflation and energy costs, combined with PfE and SfE’s unique position to address such industry challenges. At B2C level, key messages highlight quality, diversity, versatility, beauty of EU-grown plants, and related traditions - important as poinsettias are connected to Christmas in European culture. Pelargoniums famously play a cultural role across European towns and villages in spring. B2C key messages also include sustainability characteristics of longevity and locality, as the plants last longer with proper care thus minimising wastage, while sales support local horticulture and minimise transport emissions. At B2B level, the project raises awareness of sustainable production, highlighting salient issues such as greenhouse energy use and peat substrates – contributing to goals of the CAP. A topical strategy transports key messages through corresponding cross-channel approaches – print, online, TV, radio, social or memorable experiences. Audiences are carefully targeted, with messages underlined representing life-worlds, values, and emotions via styling of photos, videos, graphics and editorial. To boost sales, PoS resources and advice supports retailers in promotion and care. The entire supply chain will access resources and news via trade communication and industry collaboration.