By Dave Harrison
Jan. 26, 2011– Brand revitalization agency, Woodbine, has been selected
by a group of flower bulb trading companies to develop and execute a
marketing campaign to invigorate consumer demand for flowering bulbs
throughout North America.
Jan. 26, 2011– Brand revitalization agency, Woodbine, has been selected by a group of flower bulb trading companies to develop and execute a marketing campaign to invigorate consumer demand for flowering bulbs throughout North America.
The participating companies (listed below) are affiliated with Anthos, the Royal Trade Association for Nursery Stock and Flower Bulbs headquartered in Amsterdam, Netherlands. Together, the participating companies account for 85 per cent of consumer sales in North America.
North America accounts for 30 per cent of worldwide flower bulb demand, indicating a growth opportunity here. In 2008, a North American market study undertaken by Knowledge Networks, Inc. identified opportunities to increase demand among current bulb gardeners, while introducing bulbs to a whole new generation of potential gardeners.
Woodbine’s marketing-to-women expertise and their experience with revitalizing brands and categories inspired the agency to develop a campaign that gives flowering bulbs new relevance in the context of women’s busy lives.
“Woodbine’s creative approach is simple, fresh, insightful and will help women think about flowering bulbs in a whole new way,” said Anthos chairperson Henk Westerhof. “We believe their integrated marketing plan will convince new gardeners to buy bulbs for the first time, while reminding experienced gardeners of all the reasons they love to plant them each year.”
The campaign, set to launch during the second half of 2011, will consist of a website, consumer advertising, digital marketing, social media, public relations and event marketing. It will also have a trade component targeted to retailers across all channels of distribution. The participating companies have made a three-year commitment to the campaign, totaling $1.9 million per year.
“We believe our campaign has the potential to do for the flower bulb industry what ‘Got Milk’ has done for the milk industry,” said Peter Mitchell, Woodbine president and CEO. “This is a classic category revitalization opportunity for Woodbine and we are excited to get started.”
Companies participating in the North American campaign include:
• W.R. Vanderschoot of VA, Inc.
• Tuberbulb Export BV
• Vanhof and Blokker LTD
• M. Thoolen Flowerbulbs
• Jac.Uittenbogaard & Sons
• Gebr Langeveld BV
• Netherland Bulb Company
• Garden State Bulb Company
• Florex BV
• Stuifbergen Bloembollen Export BV
• Van Zyverden Inc.
• Van Bloem Gardens
• CJ Ruigrok & Sons BV
• ADR. Bulbs, Inc.
• Van Noort Bulb Co. LTD
• Kapiteyn Breezand – Holland
• M&G en Holland Beauty Corp.
• DeVroomen Bulb Co, Inc.
• Bloomsz, LLC
• Van Bourgondiens
• Simple Pleasures Flowerbulbs & Perennials, Inc.
• De Ree Holland BV
• Bloomsz Canada, LTD
• DeVroomen Europe BV
• J. Onderwater Export, LTD
• Veseys Seeds
• Mantel Holland BV