The Flower Council of Holland pushed forward its campaign Plants are Lifestyle at Horti Fair, with the aim of encouraging UK retailers to more effectively communicate plants as lifestyle products.
The campaign plans to make houseplants more visible on the shop floor by taking advantage of consumer interest in wellbeing, authenticity and sustainability, and inspiring UK retailers in their representation of houseplants.
The council believes that simple consumer communication using a lifestyle message provides an opportunity to increase sales of houseplants. To demonstrate this, the council held a tour of retail outlets close to Amsterdam that incorporated its Plants are Lifestyle branding. The branding consisted of ceiling to floor, point-of-sale material, explaining how plants can help consumers live a healthier life, as well as price guides and gift-wrapped products. Messages on banners included: “Sustainability: fact - Green plants are happy in low light conditions” and “Sustainability: fact - Plants purify the air”.
Colleen Smith of the Flower Council of Holland told FPJ: “We have been working on this campaign for the last 18 months and, last year, we concentrated on garden centres, but this year we have taken our concept to a larger extreme and are setting out to influence UK retailers.
“Our branding is easy to incorporate into a supermarket shop floor and practical enough for the consumer to understand straight away. There is not much of an emphasis on indoor pot plants in the UK market, but this shows what can be done,” she added.
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