We helped FlorismartUK to blossom in a conversation about British flowers

The challenge

FlorismartUK is a disrupter in the flower industry and its expertise is highly valued among the floristry community. Our brief was to put FlorismartUK on the map for UK consumers and spread the organisation’s reputation as a trusted expert ahead of its consumer website launch.

The PR programme needed to showcase FlorismartUK and its passionate network of talented florists; champion the British flower industry; and encourage the nation to support local independent high street florists.

Our approach

Valentine’s Day is an important calendar moment for independent florists. We wanted to use it as an opportunity to create meaningful, stand out coverage for FlorismartUK by positioning its florists as the go-to providers of quality, long-lasting bouquets.

We conducted research showing that, when it comes to buying gifts for loved ones, consumers find it difficult to know if they are choosing the right present. Buying flowers is no exception, meaning we often put off buying them until the last minute, confused about what our partner might like to receive and 'panic buying' from convenience stores or petrol stations instead.

We wanted to help alleviate this stress and show that a measure of romance shouldn’t be a last-minute dash to the corner shop. Our message was clear; by visiting your local florist you’ll receive expert help to create the perfect bunch, that’s personal and well-suited to your loved one.

To give consumers a helping hand, we created a quiz for people to discover their partner’s perfect flower match, based on their personality type. We created bouquets for everyone – from the minimalist to the millennial, or someone more traditional. We created photography, infographics and statistics in one package for journalists.

The results
The result? A fun and shareable piece of content which was picked up by Mail Online, taking our story to a staggering 16 million readers. We also secured coverage in Country Living and Yahoo! Lifestyle.