FTD Companies’ ProFlowers and Shari’s Berries are coming together to offer a combination of flowers and dipped berries in one patented gift box.
The two companies are joining forces for a multi-million-dollar national advertising and marketing campaign in support of the first co-branded effort in both brands’ histories, the “Perfectly Paired Collection.”
The cornerstone of the campaign is built around a TV spot for the two brands. The spot and campaign encourage people to really make an impression, “Go Big” and “think inside the box” this Valentine’s Day.
“Consumers will see various forms of the video in several ways,” says Raphael Weishaupt, senior vice president of brand and acquisition marketing, FTD. ”We have a national TV campaign as the centerpiece of the video strategy, but the creative is also heavily featured in social media, on YouTube, and in other digital placements.”
FTD partnered with integrated content studio Humble and its award-winning director Nieto to develop ”a dreamy design, playful perspective, James Bond-style action spot, with an added touch of humor.” Larger-than-life props were used to help the story space to come to life. Each frame was designed like an “artsy tableau” to speak directly to the heart of the grand illusion.
“This was a very different approach compared to what both brands have done in the past,” Weishaupt tells Marketing Daily. “Historically, the two gifting brands have leaned heavily on a transactional look and feel to its marketing creative, despite the fact that people send flowers to convey emotions. The Perfectly Paired creative is intended to really inspire consumers to express love at Valentine’s Day through beautiful combinations of fresh flowers and gourmet dipped berries.”
This comes at a time when the parent company is reinventing itself. With a new CEO, CMO and entirely new leadership team, FTD is radically changing its vision and strategy. Today, FTD announced its new, long-term growth strategic plan to investors.
“Fresh flowers from ProFlowers and Shari’s Berries’ dipped gourmet strawberries have mass appeal for Valentine’s Day, which is part of why we invested heavily in TV, Audio, and Out of Home,” Weishaupt says. “We have highly sophisticated targeting capabilities across all media channels, particularly our digital and social channels, and least at Valentine’s Day, we do see a bit of a skew toward male consumers.