NEWS: Interflora adds tip-ons to APL’s first campaign

By HARRIET GREEN, campaignlive.co.uk, Friday, 29 November 1996 12:00AM

Ammirati Puris Lintas launches its first work for Interflora this week since winning the pounds 4.5 million flower-delivery business eight months ago.

Ammirati Puris Lintas launches its first work for Interflora this week

since winning the pounds 4.5 million flower-delivery business eight

months ago.



The year-round press campaign, which uses photographs of floral

arrangements, introduces the tagline: ‘Delivered straight to the heart.’

The ads will be themed to support peak sales periods for flower giving

such as Christmas, Valentine’s day and Mother’s day. All ads feature

Interflora’s telephone number.



The first burst kicks off this week with the pre-Christmas execution.

Attached to the bouquet, created from a seasonal mix of red and gold

flowers and holly, is an Interflora envelope. The card, half out of the

envelope, carries the message: ‘Happy Christmas.’ The text above reads:

‘Why, during the coldest Christmas on record, one person never felt so

warm.’



Valentine’s day and Mother’s day ads follow in the new year. Although

the ads are similar in look to the pre-Christmas ad, these executions

feature Interflora envelopes stuck on to the page. The tip-ons are meant

to recreate the excitement of finding out who a bouquet is from as it is

delivered.



The press campaign was the work of two APL teams - Antony Woodward and

Geoff Knight created the Christmas and new year ads while Melanie

Forster and Michelle Stewart created the Valentine’s day and Mother’s

day ads. All the executions were shot by the still-life photographer,

Jonathan Lovekin.



The Christmas press ad will appear in a variety of magazines, including

Homes and Gardens, the Telegraph magazine and the Radio Times. Media

planning and buying is through APL.



Andrew Cracknell, chairman and executive creative director of APL, said:

‘We’re really pleased with this work. The tip-on idea is excellent

creatively and gets Interflora’s telephone number into millions of

people’s hands.’



APL landed Interflora’s business in April after a five-way fight against

the incumbent, DMB&B, Abbott Mead Vickers BBDO, the Leith Agency and BMP

DDB.



Interflora has a retail network of 2,600 member florists in the UK and

Ireland.



This article was first published on campaignlive.co.uk

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