Flower delivery network Interflora has unveiled a revamped visual identity with a new integrated campaign breaking across TV and out-of-home this week.
The creative is agency Calling’s first work for the brand since being appointed in July last year and will highlight how flowers can help people “say more” during important emotional moments.
Directed by Somesuch’s Jazmin Garcia, ‘Say more’ aims to help the florist brand re-connect with modern audiences, with Calling enlisted to ‘re-energise’ its visual identity.
Calling ECD Josh Tenser said: “Today’s technology and social media platforms have created a communication paradox. We’ve never been more “connected” and yet with a rising mental health and loneliness epidemic we’ve never felt more alone.”
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“‘Say More’ reminds us that beneath all the clicks and likes we have a profound and powerful need to connect with each other at a human level. Especially at the times in life when seeing each other and finding communion really matters.
With media planning and buying handled by Craft Media and Yonder Media respectively, the TV spot is Interflora’s first large-scale advertising campaign in four years.
Interflora head of marketing, Caroline Adams added: “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.”
“After a thorough pitch process the team at Calling came out on top. They really challenged us to see things in a new light. Calling drove the strategy process to develop our new brand platform, Say More. It’s the perfect platform to align all consumer communications and activities under and perfectly layers up to help us address our brand challenges and communicate our point of difference.”
