That Flower Feeling Relaunches in 2023!

In 2022, CalFlowers created and launched an all-industry brand called That Flower Feeling, and its associated advertising campaign ‘Flowers. Self care made easy’.  This popular and effective marketing campaign reached over 60 million Americans, encouraging them to view fresh flowers as a necessary, and easy, part of their daily/weekly self-care routines.

Also in 2022, CalFlowers established That Flower Feeling Foundation.  TFF Foundation is a 501c6 non-profit whose sole purpose is to collect voluntary funding from individual companies in the industry to fund ongoing marketing efforts.

We are very excited to report that the Foundation so far has collected over $650,000 in cash and recurring pledges, and with this influx of funding we are back out in the digital ad space to start 2023!

From Imani Jackson, Director - Paid Media at Designory, CalFlowers’ digital marketing agency:

“We are super excited to relaunch the That Flower Feeling campaign. We are running on infeed on TikTok for the first time and have already gained 120+ followers in 2 days on the platform!

This iteration of the campaign we are focusing on maximizing the creatives, channels and targeting that was most effective last year. This means that we are heavying up impressions for the yoga fail and DIY mask video, have moved to only targeting women on YouTube, and are running TikTok in-feed ads for the first time.”

Added Steve Dionne, Executive Director of CalFlowers, “The current marketing push is designed to capture the high interest in self-care following the holiday season and as consumers consider their goals for the new year.  ‘Self care made easy’ is a natural fit for this consumer sentiment, and we have dialed up a digital plan that exposes over 10 million more Americans over the next couple of weeks on TikTok, Instagram, YouTube, and Pinterest.”

This relaunch of the campaign is due to the generosity and foresight of over 70 companies in the floral industry who have made the decision to redirect marketing dollars to That Flower Feeling Foundation.  The Foundation is committed to maintaining strong market presence for our current campaign, to create new assets for the industry to use free of charge, to initiate the next creative development process for future campaigns, and to explore additional advertising opportunities beyond digital.

Click here to make your contribution, and let’s grow our great industry together!