‘Shine on’, a new promotional campaign for European flowers and plants, will be launched in six countries: Belgium, France, Germany, Austria, Bulgaria, Denmark and Holland. The promotion started already in France; the other countries will follow on 19 April. The three-week campaign is being made possible by an EU emergency fund. This is aimed at the recovery of the floriculture sector, which has suffered greatly as a result of the coronavirus crisis. The goal of the campaign is to stimulate sales of European flowers and plants this spring.

Message and target group

The ‘Shine on’ campaign shows that flowers and plants encounter many challenges as they grow and bloom. But nevertheless, we always see them bounce back and reach for the sun. If flowers and plants can do that, surely we can do the same in our current situation? The easiest way to be inspired by the positive energy of flowers and plants is to bring them into your own home. Keep shining with flowers and plants from Europe. The primary target group is men and women aged between 25 and 54. Consumers in seven European countries will be presented with the campaign’s positive message through TV, YouTube and radio and on the shop floor.

TV, YouTube, radio and POS material

Over a three-week period these consumers will be inspired and encouraged to buy more flowers and plants via TV, YouTube Masthead, YouTube True View and radio commercials. POS material is available for retailers. PR and social media will be managed at country level. The campaign is credited to the European floriculture sector.