Kalanchoe as part of life
The first peak moment within the campaign focuses on the theme ‘Wedding Time’, linked to an important life event for the target group: getting married. Although the Kalanchoe is not directly associated with bridal floral work, the campaign shows how the plant can be used in a stylish and affordable way at weddings.
Three styles, one message
An extensive photo shoot forms the visual basis of the campaign. The Kalanchoe is styled within three different concepts:
The images will be used in online campaigns in the coming months targeting a younger audience (25-40 years), with the aim of increasing awareness and appreciation for the Kalanchoe.
Visual material available for professionals
Growers, buyers, florists, and other professionals in the sector can use the new campaign images free of charge for their own communication. Consider using them in newsletters, on websites, or via social media. The images can be downloaded for free via: www.kalanchoe.nl/nl/professional (free account required)
About the campaign
The new multi-year strategy is being implemented by marketing agency Pull Position and focuses on a digital course with emphasis on experience, storytelling, and online visibility. Under the umbrella ‘Kalanchoe – part of life’, the versatility and sustainability of the plant are highlighted. The approach is aimed at strengthening the market position of Kalanchoe and Kalanchoe Garden within Europe.
