That Flower Feeling’s ‘Just Add Flowers’ campaign surpasses 1 million impressions
That Flower Feeling’s ‘Just Add Flowers’ campaign surpasses 1 million impressions
That Flower Feeling, the floral industry’s national marketing initiative, announced that its “Just Add Flowers” campaign has surpassed 1 million digital impressions since launching in November.
The milestone coincides with the organization’s fifth year, reflecting the campaign’s expanding reach and growing influence. That Flower Feeling aims to position flowers as an everyday essential rather than a special-occasion purchase, an approach that has delivered measurable results.
Test market studies conducted by the foundation showed a double-digit lift in sales volume, with TFF-supported regions experiencing a 10 percent increase in sales compared with non-promoted areas. Growth was reported across the supply chain, including mass-market floral departments and retail florists.
Building on those results, the “Just Add Flowers” campaign targets men and women ages 25–55, emphasizing gift-giving, self-care, home decor and mindfulness. The campaign has reached more than 1 million consumers across platforms including TikTok, Meta, Pinterest, YouTube and Google.
“The success of ‘Just Add Flowers’ demonstrates that when we talk to consumers about the holistic benefits of flowers, they respond,” said Vanessa Leite, executive director of That Flower Feeling. “As we celebrate five years of this brand, we are no longer just imagining a year-round floral culture — we are actively building it.”
To maintain momentum, That Flower Feeling announced a national Match Challenge last December in partnership with CalFlowers. The organization is encouraging participation from all segments of the industry, including growers, importers, wholesalers and hardgoods suppliers.
“It is vital to contribute, even if you do not see an immediate benefit in your specific niche,” Leite said. “This initiative is a rising tide for the entire floral industry. Contributions help secure matching funds, keep advertising active and ensure flowers remain top of mind for millions of American consumers.”
Industry leaders can support the effort by becoming direct contributors and serving as brand ambassadors to encourage peer participation. Funds raised through the challenge are reinvested in national consumer advertising to drive year-round demand for the floral category.
