Teleflora: America's Favorite Mom Promotion – Mother's Day 2008

Category: Retail
Brand/Client: Teleflora
Primary Agency: Fire Station Agency
Contributing Agency: Edelman Public Relations



STRATEGIC CHALLENGE

“Teleflora Presents... America's Favorite Mom” was an integrated marketing campaign that reinvigorated a brand, made an emotional connection with consumers and drove results; sales of our star bouquet increased more than 70% from the year before. With 82 million mothers nationwide, our audience was American consumers of all ages and backgrounds.

Mother's Day is the single biggest holiday in the floral industry and in 2008 it celebrated a milestone birthday: 100 years. Teleflora seized the chance to own the day, with a multi-faceted promotion that honored mothers across the country and rewarded one grand-prize winner with $250,000 and other gifts.