Belgium – Advertising and marketing services – Strategie, creatie en uitvoering van een B2C-campagne rond bloemen en planten in Vlaanderen

VLAM – horticulture wants to develop and launch a new B2C campaign for flowers and plants. The assignment starts from the strategic challenge of reversing the declining trend in expenditure on horticultural products, with a focus on activation and increasing the purchase frequency among Flemish consumers. The campaign should make flowers and plants more relevant in people's daily lives. It should create spontaneous purchase and usage moments, lower barriers, and strengthen the emotional value of flowers and plants. The communication should remove uncertainties around purchase choice, maintenance, and care, increase competence and trust, and at the same time play on associations such as life, atmosphere, colour, rest, cosiness, identity, well-being and connection with nature. The primary target group consists of Flemish people aged 25 to 64 who have a positive attitude towards flowers and plants and in whom there is still clear growth potential: uncertain interested parties, practical buyers and convenience buyers. The campaign does not prioritise very frequent buyers or consumers with very low affinity. In terms of content, it is requested to develop an overarching campaign concept for flowers and plants, with sufficient unity between the expressions, but with room for activating elaborations per segment: cut flowers, indoor plants and outdoor plants. The segmentation should start from consumer logic, rather than from purchase channels. The assignment includes concept development, creative elaboration, content translation, activation, distribution/promotion, and where relevant the integration of local origin (Groen Van Bij Ons). This assignment is separate from the recently announced framework agreement for the agro-food campaigns of VLAM. That framework agreement relates exclusively to food campaigns. This horticultural communication was deliberately kept outside that assignment because the market context, objectives, target groups and behavioural challenges differ greatly from those in the food sector. VLAM therefore chooses to set up a separate track for the flowers and plants sector that specifically addresses the challenges of this sector.