Start of new Kalanchoe campaign: 'Wedding Time' central to online promotion

This week saw the launch of the first campaign within the revamped promotional strategy for Kalanchoe. Under the new pay-off 'Kalanchoe - part of life', the central theme is 'Wedding Time'. With inspiring images and targeted online campaigns, the Kalanchoe is positioned as a contemporary and versatile plant. The campaign offers new promotional opportunities for growers, buyers and florists.

Article

Kalanchoe

Pull Position

Netherlands

Kalanchoe as part of life
The first peak moment within the campaign focuses on the "Wedding Time" theme , linked to an important life event for the target audience: getting married. Although the Kalanchoe is not directly associated with wedding floral arrangements, the campaign shows how the plant can be used in weddings in a stylish and affordable way.

Pastel perfect

Sorbet brightness

Vogue chic

Three styles, one message
An extensive photo shoot forms the visual basis of the campaign. In it, the Kalanchoe is styled within three diverse concepts:

Pastel Perfect: soft pastel shades
Sorbet Brightness: expressive color combinations
Vogue Chic: stylish arrangements in white

In the coming months, the images will be used in online campaigns aimed at a younger audience (25-40 years old), with the goal of increasing awareness and appreciation of the Kalanchoe.

Images available for professionals
Growers, buyers, florists and other professionals in the sector can use the new campaign images for their own communications free of charge. Think of use in newsletters, on websites or through social media. The images can be downloaded free of charge at: 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 direction with an emphasis on experience, storytelling and online visibility. Under the umbrella 'Kalanchoe - part of life', the versatility and sustainability of the plant is highlighted. The approach is aimed at strengthening the market position of Kalanchoe and Kalanchoe Garden within Europe.