Victorian Farmers Federation

The Victorian Farmer’s Federation (VFF) were seeking a fresh approach for their 2017 Mother’s Day campaign. The campaign’s purpose was to drive sales of flowers through florists during the Mother’s Day celebration. The essence of the promotion was to spread the message that a bouquet of flowers prepared by your local florists (VFF stakeholders) was a great way to show mum your love. The campaign idea had to be simple, not clichéd and had to connect with florists and consumers alike.

The core imagery of the campaign needed to have cut-through to stand out within a cluttered, colourful florist’s shop whilst driving the core messages of mum, love and flowers.

The final creative incorporated bold, modern typography and eye-catching floral imagery to deliver a simple, clear and evocative message. The creative was executed across a number of elements including in-store posters, online marketing and gift cards, which were distributed to florists via the Florists Victoria website.