• by Sarah Mahoney  @mahoney_sarah, December 1, 2020

Teleflora knows this Christmas will be a lonely one, especially for many older people. Its touching new tribute to the ways neighbors can take the sting out of isolation is just the latest to yank holiday heartstrings, focusing on an “Impromptu Choir” and a floral arrangement left on a doorstep.

And while the last nine months have offered plenty of ads focusing on the loneliness of folks stuck at home, this version of shut-in cinema, featuring a neighborhood rendition of “Silent Night,” is likely to get extra clicks as new cases surge around the country.

Teleflora, owned by the Wonderful Company, includes almost 10,000 florists in its network. It says the new campaign is running on YouTube, Facebook and Instagram, and connected TV, digital and mobile. The Wonderful Agency, its in-house creative division, is the agency. 

“Teleflora’s new campaign embodies nostalgic Christmas moments that make the holidays so special, encouraging communities to come together and uplift one another,” says Bobby Pearce, chief creative officer, Wonderful Agency.

The effort is part of the brand’s ongoing “Love Out Loud” positioning, launched back in 2017. That encompasses messages not just for winter holidays but for Valentine’s Day and Mother’s Day, as well. Christmas/Hanukkah, V-Day and Mother’s Day are the holy trinity for the floral industry.

And with the size of family gatherings drastically reduced, consumers are likely to be spending less on flowers aimed at decorative entertaining.

But the industry hopes people will be willing to spend more on floral items as gifts.

“With physical distancing guidelines and regulations on gathering sizes still being enforced, it is expected that many households around the country won’t be filled with extended family and friends,” writes the Society of American Florists on its blog.

It’s encouraging its members to step up curbside pickup, contactless delivery and social-media campaigns, reminding “customers to send flowers to loved ones they might miss visiting this holiday season.”