At Fleurop, delivering a good feeling comes first! In early May 2021, the Fleurop Mother's Day campaign started on TV and online. It is the second Mother's Day in corona time and by now many people know how to find Fleurop's beautiful bouquets for festive moments. Online sales of bouquets have risen sharply in the past year. STROOM has been responsible for the TV strategy for a few years now. Here we cleverly handle steering on different target groups to realize a highly visible campaign. With the renewed brand positioning of Fleurop, the company knows how to distinguish itself well within the flower delivery industry. The start of the important Mother's Day campaign is a good reason for us to ask director Jeroen de Zwart a few questions about this.
Can you briefly introduce yourself?
Jeroen de Zwart, 50 years old. Proud general manager of Fleurop.
You have been working hard to further develop Fleurop's brand and services, can you tell us a bit more about that?
When you have been around for a hundred years, you also have to regularly change tack and sharpen the proposition to consumers and florists. Obviously to also be ready for the next hundred years. At the end of 2018, we started the Fleurop 2020 strategy project. After considerable research, we made clear choices. The pillars of the brand are craftsmanship, reliability, attention & empathy. Sustainability is a must, the message (the card ed.) attached to a bouquet has been brought to premium level, as has the packaging and the gift shop. Clear, new agreements have been made with our network. We are completely ready for the future!
In corona time, sending bouquets is more relevant than ever, how have you responded to this in the past year?
Due to the impossibility of seeing each other face to face, our services have indeed been used en masse. To support this, we have used our congratulations campaign several times to put down the new Fleurop and get consumers to think that a remote congratulations is perfect with Fleurop.
What makes Fleurop's communication and message so distinctive?
Fleurop has been delivering good feelings for 100 years. Fresh bouquets made locally: Your bouquet is expertly put together by your local Fleurop florist.
Since this week, the Mother's Day campaign has been on TV and online. What do you expect from it?
All campaigns are widely deployed, with the importance of online and social only growing. Incidentally, we do not skimp on TV deployment: in fact, we have expanded the deployment for optimal campaign effect.