Flowers Thrive Where Words Fail in Touching Interflora Campaign

Interflora has launched its first big ad campaign in four years.

The ad heralds the launch of Interflora’s new brand platform, called 'Say More', both of which were created by Peckham-based creative collective CALLING.

The creative company was appointed by Interflora in July last year with a brief to 're-energise the famous brand'. At the time its founder and MD Rani Patel commented that it was a 'dream brief' for CALLING. 

'Say More' brings new energy to the famous 100 year old brand - helping Interflora connect and be seen by today’s modern audiences. The campaign features an anthemic film for TV and dramatic OOH and will be supported by Interflora’s in house digital and social activity. 

The 60 second film follows an intertwined cast of characters as they navigate life’s diverse and imperfect journey. From joy to grief. Family ties to heartbreak and reconciliation. Moments of true emotional depth - witnessed by the hand-made flowers that helped bring them about.

At the heart of 'Say More' is Interflora’s unique offering - each and every bouquet hand-created by a local florist. When finding the words to express our love, grief and joy can be difficult - Interflora flowers are the conduit to us sharing our feelings towards each other with true depth and humanity. No other brand brings the magic of a locally made bespoke bouquet made by a skilled florist. The truth of the product that inspired the 'Say More' platform.

The 'Say More' Ad was created in collaboration with Somesuch and director Jazmin Garcia. Media was planned by Craft Media and bought by Yonder Media. 

CALLING founder and ECD Josh Tenser said, “Today’s technology and social media platforms have created a communication paradox. We’ve never been more “connected” and yet with a rising mental health and loneliness epidemic we’ve never felt more alone.

“‘Say More’ reminds us that beneath all the clicks and likes - we have a profound and powerful need to connect with each other at a human level. Especially at the times in life when seeing each other and finding communion really matters. 

“We’re proud and grateful to have partnered with an iconic brand like Interflora to help rekindle their importance in the lives of the British public. Our message is as old as time - and indeed has never been more timely.”

Caroline Adams, head of marketing at Interflora said, “Extensive customer research and a fast changing market meant change was needed for our 100 year old brand to remain relevant and loved.

“Once we were clear on our key brand challenges and how to address them, we knew we needed a creative partner who understood Interfora’s purpose and could align with it. After a thorough pitch process the team at CALLING came out on top. They really challenged us to see things in a new light.

“CALLING drove the strategy process to develop our new brand platform, Say More. It’s the perfect platform to align all consumer communications and activities under and perfectly layers up to help us address our brand challenges and communicate our point of difference. 

“Josh, Rani and the team have been brilliant to work with and have pushed us to move in bold new directions to bring the Say More platform to life and create some standout in the category, the pinnacle of which is our new TV ad. 

“We are delighted to be launching this new platform, campaign and look and feel for the Interflora brand. It marks a new chapter for our brand, one we are really excited about and we are delighted to be on this journey together.”