Fallon has unveiled a press and poster campaign for the Flowers and
Plants Association encouraging the purchase of more cut flowers.
The campaign is aimed at working women aged between 25 and 45 years old,
who appreciate flowers but do not often buy them for themselves. It will
aim to break the prevailing stereotype that the act of giving flowers is
normally confined to romantic gestures, gifts or special occasions.
All three executions aim to encourage consumers to see flowers as a more
everyday purchase. They poke fun at the romantic symbolism attached to
flowers, which often results in women waiting to be given flowers by
their loved ones.
One of the executions reads: "Frank hasn't given his wife flowers since
builders wolf-whistled at him on the way back from the florists."
Another execution reads: "The last time Craig bought Valerie flowers was
four years ago, when he needed change for a meter." Each ad ends with
the strapline: "Why wait? Buy your own."
Jade Horton, an account manager at Fallon, said: "More than 70 per cent
of cut flowers bought in the UK are either for a special occasion or a
gift and, unfortunately, the bulk of these purchases are concentrated
around the two biggest commercial days of the year - Valentine's and
Mother's Day. We want women to liberate their own stereotypes when it
comes to purchasing flowers."
The campaign was written by Ros Sinclair and Sean Thompson, and art
directed by Richard Flintham. The photographer is Tierney Gearon. Media
planning and buying is through Walker Media.