In 2023, the floral network shifted its tracking operations to the Warwickshire-based Insight agency and has now teamed up with Calling, based in Peckham, for their new Say More campaign.
Marking its first brand campaign rollout in four years, Interflora aims to inject fresh energy and momentum into both its brand and business. The network, comprising over 600 florists, has introduced a 60-second film and broader campaign narrative, chronicling a range of characters as they navigate life’s imperfect journey. From moments of joy and happiness to those of heartbreak and grief, these instances of genuine emotional depth are witnessed by the handcrafted flowers that not only evoke these emotions but also provide solace and support.
Caroline Adams, Head of Marketing at Interflora, stated, “Extensive customer research and a fast-changing market meant change was needed for our 100-year-old brand to remain relevant and loved. Once we were clear on our key brand challenges and how to address them, we knew we needed a creative partner who understood Interfora’s purpose and could align with it.”
The formulation of this campaign follows the transition to Two Ears One Mouth for brand tracking in 2023, a partnership subsequently extended for another year. Reflecting on this transition, Adams remarked, “Brand tracking has always been an important part of our armoury, but using Two Ears One Mouth for our brand tracking has put this traditional measure on steroids, we have been delighted in the depth of approach, analysis and level of insights that have come out of their work and feel we have a very clear focus of where, and how we need to focus our efforts.”
Alex Duckett, Director at Two Ears One Mouth, noted, “It quickly became apparent when the team was analysing the data, that Interflora needed to reassert the leadership credentials within what is an extremely competitive category. Just about everybody knows of Interflora due to the strength of its legacy, but a lot of consumers needed reminding of why the brand is relevant in today’s society.”
You can view the campaign work by Calling for Interflora below:
Interflora operates as a flower delivery network, affiliated with over 58,000 flower shops across more than 140 countries. It operates as a subsidiary of Teleflora, which in turn is a subsidiary of The Wonderful Company.
Established in 2009, Two Ears One Mouth is a marketing Insight agency with a diverse clientele, including HSBC, Center Parcs, The National Lottery, JD Sports, Matalan, Bowers & Wilkins, Pets at Home, Interflora, and Jewson.
