Agency: Author: Not credited

Ammirati Puris Lintas: Interflora – Delivered Straight to the Heart

BACKGROUND

Interflora is an association of member florists. It operates a computerised and telephone 'relay' service on their behalf, enabling flowers to be sent almost worldwide by making a phone call, or popping into a florist. Interflora provides marketing and advertising for this service.

Interflora is the best known brand in flower delivery, having 93% awareness. However the name was in danger of becoming a generic. It was also starting to be perceived as a bit boring and middle-of-the-road. People had come to believe that Interflora arrangements were a bit uninspired and predictable. This perception was being reinforced by their advertising.

COMPETITION: THE CUT THROAT WORLD OF CUT FLOWERS