The promotional campaign, which launched last year and will run for at least three years, is specifically aimed at florists who want to stand out through their craftsmanship and style.
Iconic
The power of the cut hydrangea lies in its versatility: volume, color intensity, and a distinctive shape. These qualities make the flower a bold statement in any arrangement. From colorful bouquets to understated monochromatic creations—with relatively little effort, you can quickly achieve a result with a wow factor.
Digital inspiration as a driving force
The campaign features three peak periods each year: spring, summer, and fall. Each period is supported by a digital Iconic inspiration magazine. The first edition—Special Days—highlights moments when flowers can make a difference.
Future editions will cover themes such as events and the work of leading master florists. Download the magazine here.
’s Recognizable Campaign The campaign’s visual signature features distinctive frames designed to highlight the cut hydrangea arrangements. This design is not only visible online but will also be featured later this year at live presentations at the Trade Fair in Aalsmeer, Veiling RheinMaas, and Plantion, among other venues. In addition, a dark red wax seal is used to mark floral arrangements from various florists as iconic, both online and offline.
Widespread visibility
The cut hydrangea campaign is also featured in national and international trade publications, such as the florist magazine Bloom’s and the online channels of Master Florist, as well as at events like the Landesgartenschau in Germany and a demonstration at the wholesale market in Rungis. Collaborations with trade partners further enhance visibility.
Practical tools for florists
As part of the campaign, several practical tools have been developed in addition to the inspiration magazines. These include a 2026 product catalog, featuring a complete overview of Fresh and Classic varieties by color, including new products. In addition, there is a short new animation with practical care tips for optimal vase life. The top tips include: after cutting the stem at an angle, peel off about 5 cm from the bottom of the stem for better water uptake, and use warm water (±60°C) in a clean vase.
Powered by Hydrangea World
The “Hydrangea World” collective promotional campaign is an initiative of all hydrangea suppliers at Royal FloraHolland. By combining inspiration with practical tools, the campaign is firmly focused on a single goal: helping florists create iconic arrangements with cut hydrangeas—and thereby make a difference on the shop floor. The campaign is being carried out by marketing agency Concept Factory. For more inspiration, information, and to download practical tools, visit the website hydrangeaworld.com or follow @hydrangeaworldflowercreations on Instagram or Facebook.
