CalFlowers wins Marketer of the Year Award for the That Flower Feeling Initiative
Each year the Society of American Florists honors the best in floral marketing with the coveted Marketer of the Year award. The award was revealed this morning at SAF's 29th Annual Innovation Breakfast at SAF Phoenix 2023. CalFlowers took home the prestigious honor for the That Flower Feeling initiative. The MOTY Award focuses on the most unique, innovative and successful marketing efforts that have shaped the floral industry year to year.
That Flower Feeling is a successful collaborative marketing campaign that was launched in 2022 by CalFlowers. The nationally scaled, consumer direct marketing campaign was created to raise per-capita consumption of fresh flowers in the United States. Within one year, the campaigns’ self-care focus has reached over 88.1 million consumers in the U.S. and has put fresh cut flowers in the forefront of consumers' minds.
The That Flower Feeling Foundation will rely on the floral industry to continue our marketing, promotion and analytical efforts. The marketing effort is currently being sustained by contributions from many companies of all sizes in the floral industry. We hope to grow the campaign to an even larger scale over the next 12 months through collaborative funding from the entire industry. The success of the campaign will take an effort by the entire floral industry to sustain collaborative marketing for all the U.S. floral market.