Challenging florists with an iconic flower
The promotional campaign responds to the need of florists for distinctiveness. Customers are looking for experience, emotion and a story – and the cut hydrangea can offer that. With its full shape, rich colors and expressive appearance, the flower offers versatile possibilities for bridal work, funeral arrangements, table decoration and events.
Hydrangea World, the collective of cut hydrangea suppliers within Royal FloraHolland, aims to encourage florists to use their craftsmanship and creativity to put the hydrangea on the map as the quintessential seasonal flower with character.
New catalog with complete range
The campaign also includes the new 2025 assortment catalog, in which florists will find a complete overview of the range of cut hydrangeas. The catalog is structured by color and contains information about both the 'fresh' and 'classic' range, including novelties and special varieties. The publication also offers plenty of inspiration for use in the store or on location.
Care tips: longer vase life
A striking part of the campaign is the sharing of practical care tips. Research from the Post Harvest Knowledge Center shows that a simple action – peeling 5 cm from the stem and putting the flower in hot water – significantly extends the vase life and can even bring limp flowers back to life.
About Hydrangea World
Hydrangea World is a joint promotional initiative of the cut hydrangea suppliers of Royal FloraHolland. The campaign is being carried out by marketing agency Concept Factory. More information and inspiration can be found via hydrangeaworld.com and the socials @hydrangeaflowercreations.
