Written by
Sanne Sips
From 3 to 23 November, we celebrate the power of connection — with flowers as the universal language for expressing emotions. The campaign runs in France, Germany and the United Kingdom, showing that flowers are not only perfect for life’s big, well-known moments, but also for the small and unexpected ones.
The message between the dots
Sometimes flowers say more than words. That’s exactly the idea behind “Nothing says … like flowers do.” The dots in the sentence leave room for emotion – for love, comfort, appreciation, or simply a smile. In each country, the message connects with local emotions and language. From “Nothing says you’re not alone like flowers do” to offer someone strength, to “Nichts sagt so schön herzlichen Glückwunsch wie Blumen” to wish someone a happy birthday. The true power of the campaign lies in what remains unspoken – in the moments where flowers make all the difference.
Flowers make every moment special
Many consumers tend to buy flowers mainly for set occasions such as Mother’s Day or Valentine’s Day. However, an analysis of online search behaviour shows there’s also great potential in everyday moments: a birthday, a housewarming, a graduation – or simply just because.
With this campaign, we want to inspire consumers to see that flowers can make a difference on any occasion. Our focus is on light users – people who don’t buy flowers very often – within the 25–54 age group.
The campaign highlights three relatable phases:
- Anticipation – the moment of thinking and choosing.
- Giving – the personal gesture.
- Receiving – the emotional response.
The message comes to life through Facebook, Instagram, Pinterest and YouTube. Digital outdoor advertising will also be used to reach consumers across multiple channels.
Florify: an online guide to the perfect bouquet
Florify – our online tool that helps consumers choose the right flowers for a personal bouquet – is part of the campaign. Florify offers a curated selection of flowers based on the occasion, the recipient, and the desired style, along with insights into the symbolism of each flower. With this floral advice, consumers can visit their local florist to create the perfect gift. Using AI technology, the tool also provides inspiration for writing a thoughtful message on the accompanying card, making every gift even more personal.
Florify is available on the consumer section of our website, Dutch, German, French, and English.
Developed together with trade partners and florists, Florify will continue to evolve after the campaign — allowing florists and traders to use the tool themselves to support their customers.
