Flowers and Plants Association: How not saying it with flowers grew a generic market - IPA Effectiveness Awards Case Study 2002

Brief Description: Small budget campaign for the Flowers and Plants Association. Objective: to increase sales at non-peak times and to communicate that flowers should be a regular part of life. Tracking showed that the initial magazine campaign worked but was not translating to sales. A rethink led to a 6 week burst in underground posters, in London. Evaluation: sales and unit share of mixed bunches increased in London, compared to rest of the country. Estimate of incremental sales in London due to advertising, worth £843,000. ;---(TAGS)--- Full Title: How not saying it with flowers grew a generic market on a limited spend ; Number: 2002/18 ; Brand Name: Flowers and Plants Association ; Client: Flowers And Plants Association ; IPA_ProductCoding: Gardening products (Plants, flowers, seeds) ; Agency: Fallon ; Author: Nikki Crumpton, Nicole Rocheleau ;