Interflora, has unveiled its new brand platform, Say More, as part of its wider plans to pivot the business to better appeal to a younger audience.
Say More aims to communicate Interflora’s unique place in the flower delivery market and convey how the brand answers consumers’ clear preferences for a gift that can be personalised and a service that is rooted firmly in local businesses on the high street.
The reinvention was prompted by extensive market and consumer research that lasted over a year and laid bare the challenges Interflora faced due to changing customer habits and a crowded marketplace.
Research also identified a need for the heritage rich brand to appeal to a younger female audience.
Caroline Adams, Interflora’s head of marketing, said: “Interflora is a heritage brand which brings with it both pros and cons. Whilst we enjoy high levels of brand awareness and customers tell us they trust us to make beautiful things happen, our research showed that a younger audience had preconceived ideas about us which essentially made them think we weren’t a brand for them.
On a positive note, when we looked at what this audience want from the online flower gifting market – to be able to send a personalised gift whilst supporting local – we realised we are actually perfectly placed to serve them.”
Interflora has a community of 1,000 florists in the UK and Ireland and a product offering that enables the customer to make special requests such as for the inclusion of a favourite flower or preferred colour, making an Interflora bouquet a truly personal way to gift.
Adams adds: “We have a clear communications challenge so needed to work out how to better communicate our brand’s role in facilitating deeper moments of emotional connection through flowers that are handcrafted by a local florist and created for that individual recipient and occasion.
Say More gives us just that: a platform to stand out and differentiate ourselves in a market that has become very saturated. Our new look and feel is very modern and culturally relevant to encourage younger females to see us in a new light and make more of an emotional connection with our brand”.
As part of the Say More launch campaign Interflora is returning to TV with a 60 second brand film that is currently running across Sky, TV, C4 and spots on the newly established Amazon Prime advertising schedule with a 20 second film supporting in driving frequency.
The ad tells stories about different people who are navigating life’s ups and downs and dealing with emotions ranging from joy and grief to heartbreak and reconciliation. It shows how, in these moments, a handcrafted bouquet of flowers can say so much more.
The campaign also sees bold and bright OOH advertising across London plus pockets of regional OOH featuring local florists from Interflora’s community.
Interflora worked with Peckham-based creative collective Calling on the development of the Say More platform. Media was planned by Craft Media and bought by Yonder Media. The “Say More” Ad was created in collaboration with Somesuch and director Jazmin Garcia.
Speaking about the partnership with Calling, Adams said: “Calling pushed us out of our comfort zone and drove the strategy process to develop our new brand platform, Say More. It is the perfect platform to align all consumer communications and activities under and perfectly layers up to help us address our brand challenges and communicate our point of difference.
We are delighted to be launching this new platform, campaign and a fresh look and feel for the Interflora brand. It marks a new chapter for our Interflora and one we are really excited about.”
