Once again the Flower Council of Holland is investing directly in the UK market, developing campaigns and raising the bar for plants.

With a marketing background gained in the luxury goods sector, Chanel de Kock has been appointed dedicated UK Marketing Manager delivering campaigns for indoor and outdoor plants.  

The chief vehicle for generic marketing of indoor and outdoor plants is the ‘Thejoyofplants.co.uk’ consumer brand that is being delivered to a targeted audience via the regional and national consumer press, directly to consumers via www.thejoyofplants.co.uk, and social media channels. 

Demand for product will be driven through focused, consumer targeted content on core products, as well as stimulating awareness and interest in garden trends based on extensive research within the green sector. The campaign will run all year round, with seasonal themes linking consumers to the best product for each period the year has to offer.

The content of the campaign is evidence-based, drawing on extensive market research data generated by the European research organization Sinus Meta Milieu.

Marketing Manager de Kock summarizes the philosophy behind Thejoyofplants.co.uk: "Flower Council of Holland is committed to generic promotion and market building in this sector that will bring benefit across the board to retailers, growers and wholesalers."

Describing a renewed partnership with the UK industry, de Kock continues: "To help us achieve our goals, we’ll be working actively with our UK agency Optima Marketing & PR Ltd, and will be liaising with UK players to ensure maximum benefit from the campaign."

Thejoyofplants.co.uk incorporates a seasonal structure to inspire and inform consumers of those plants that will achieve the best results for them at the given time of year. 

Nicky Paine, UK campaign Account Manager for the Flower Council describes the garden plant focus for the next three months: ‘in June we highlight soft fruit with blackberry, raspberry and strawberry – brilliant if like me you are gardening for children. July is the beautiful hydrangea and in August we keep it cool with the hebe’.

Thejoyofplants.co.uk is an initiative of the Flower Council of Holland and aims to inspire the consumer to experience the joy plants can bring.  www.thejoyofplants.co.uk