CalFlowers Wins Marketer of the Year Award for
That Flower Feeling Initiative 

Each year the Society of American Florists honors the best in floral marketing with the coveted MOTY (Marketer of the Year)award. The award was revealed this morning at SAF's 29th Annual Innovation Breakfast at SAF Phoenix 2023. We are proud to announce that CalFlowers took home the prestigious honor for That Flower Feeling initiative. The MOTY Award focuses on the most unique, innovative, and successful marketing efforts that have shaped the floral industry year to year.

That Flower Feeling is a successful collaborative marketing campaign, that was launched in 2022 by CalFlowers. The nationally scaled, consumer direct marketing campaign was created to raise per-capita consumption of fresh flowers in the United States. Within one year, the campaigns’ self care focus has reached over 88.1 million consumers in the U.S. and has put fresh cut flowers in the forefront of consumers' minds.

That Flower Feeling Foundation will rely on the floral industry to continue our marketing, promotion, and analytical efforts. The marketing effort is currently being sustained by contributions from many companies of all sizes in the floral industry. We hope to grow the campaign to an even larger scale over the next 12 months through collaborative funding from the entire industry. The success of the campaign will take an effort by the entire floral industry to sustain collaborative marketing for all the U.S. floral market.

For more information, please visit: thatflowerfeeling.org/ 
Steve Dionne: [email protected] / (760) 213-3996
Vanessa Leite: [email protected] / (831) 304-4212
THAT FLOWER FEELING

is a cooperative effort to get more Americans enjoying more flowers more often by pushing flowers into the culturally relevant “self care” space through a funny, edgy, shareable campaign called ‘Flowers. Self care made easy’. CalFlowers has designed and launched this major consumer-direct campaign, and is sharing the full array of professional marketing assets with the entire floral industry – for free. It is our gift to the industry, and we hope everyone will join us in amplifying the current campaign, as well as pledging funding to keep the campaign going and produce new future campaigns.

CalFlowers is currently exploring a voluntary funding model, based on annual pledges from individual companies and trade associations. Our goal is to create an annual marketing fund that will support ongoing, consumer-direct marketing to increase flower consumption in the U.S. market. We are seeking support from all segments of the floral industry from production to retail and everything in between.

Click Here to visit That Flower Feeling website.

  • Click Here to download the viewing party slides

WE’VE MADE IT EASY TO PARTICIPATE BY SHARING THE CAMPAIGN ASSETS

The assets that have been created are available for you to promote flowers.
1. Visit ThatFlowerFeeling.org
2. Click on PARTNERS
3. Request a password
4. Return to PARTNERS page
5. Download That Flower Feeling assets
6. Review “How to use partner assets” for information on sharing

SHARE THE CAMPAIGN IN MULTIPLE WAYS TO INCREASE AWARENESS 

  • FILM
    Share 30-, 60-, and 15-second clips on your YouTube, Instagram, and Facebook accounts
  • PINTEREST
    Share both still and animated images on your Pinterest account
  • SOCIAL HEADERS
    Post animated and still headers on your Facebook and YouTube accounts
  • POINT OF SALE
    Posters are available in convenient sizes that you may print for use in your establishment
  • SOCIAL
    Please follow @ThatFlowerFeeling on social for more visibility including Facebook, Instagram, Pinterest, and YouTube

MORE TO COME

Additional materials will be released in the future to keep the campaign fresh and front and center. We’ll notify you when new content becomes available to download from the ThatFlowerFeeling.org website.

To learn more about That Flower Feeling - connect with Steve Dionne by phone: (760) 213-3996 or email [email protected].