New campaign spotlights cut hydrangea: 'Iconic Flower, Iconic Floristry'

Challenging florists with an iconic flower
The promotional campaign responds to florists' need for distinctiveness. Customers are looking for experience, emotion and a story - and the cut hydrangea can provide that. With its full shape, rich colors and expressive appeal, the flower offers versatile possibilities for bridal arrangements, funeral arrangements, table decorations and events.

Hydrangea World, the collective of cut hydrangea suppliers within Royal FloraHolland, wants to encourage florists to use their craftsmanship and creativity to put hydrangea on the map as the seasonal flower with character.

New catalog with complete range
The campaign also includes the new assortment catalog 2025, in which florists will find a complete overview of the range of cut hydrangeas. The catalog is structured by color and contains information on both the 'fresh' and 'classic' assortment, including novelties and special varieties. The publication also provides plenty of inspiration for use in the store or on location.

Care tips: longer vase life
A notable part of the campaign is the sharing of practical care tips. Research by the Post Harvest Knowledge Center shows that a simple action - peel 5 cm off the stem and place the flower in hot water - significantly extends vase life and can even revive limp flowers.

About Hydrangea World
Hydrangea World is a joint promotional initiative of Royal FloraHolland's cut hydrangea suppliers. The campaign is run by marketing agency Concept Factory. More information and inspiration can be found via hydrangeaworld.com and the socials @hydrangeaflowercreations.