INTERFLORA

Helping Brits Tackle Tricky Topics with ‘Conversations in Bloom’

ABOUT THE PROJECT

Interflora: Helping Brits Tackle Tricky Topics with ‘Conversations in Bloom’

Interflora wanted to evolve beyond being seen as just a flower delivery service, aiming to build deeper, more meaningful connections with its audience. Our brief was clear: create a culturally resonant campaign that raises awareness around the challenges of having difficult conversations, and position Interflora as a brand that helps people navigate them. It needed to engage women under 44, work seamlessly across all channels, and establish Interflora as a facilitator of real emotional connection.

We responded with Conversations in Bloom – a multi-channel campaign designed to spark honest dialogue, supported by expert tools, impactful storytelling, and a strong emotional core.

To kick things off, we commissioned consumer research that uncovered the emotional barriers Brits face when trying to have difficult conversations. These insights formed the creative backbone of the campaign and gave us a rich news hook to launch across media and influencer channels.

To bring the campaign to life, we partnered with Olympic gold medallist Becky Adlington, who bravely shared her own experience with miscarriage – a topic that deeply resonated with Interflora's audience and tied seamlessly into the campaign’s message of encouraging vulnerability. Becky’s involvement unlocked standout coverage across The Telegraph (print, online and socials), OK!, Yahoo and the Press Association – which syndicated across 40+ regional titles. She also shared the campaign with her followers on Instagram, helping to deliver a powerful, personal story that landed with impact.

In addition to this, we teamed up with Clinical Psychologist Dr. Sophie Mort – aka Dr. Soph – to create tangible tools that supported the campaign’s mission. Working closely with her, we developed 25 “tricky conversation” prompt cards, each one rooted in psychology and designed to help people navigate emotionally complex chats. Each card featured symbolic floral illustrations that reflected the tone of the prompts – like Proteas for resilience, Snapdragons for strength, and Dahlias for personal growth. These were made available exclusively via Interflora’s website and featured in a hero piece with Stylist – a must-win title for our audience.

Dr. Soph also created expert-led content across media and socials - her thoughtful yet media-friendly tone ensured the campaign stayed rooted in expertise, while still feeling warm and accessible.

Across the campaign, we delivered 75 pieces of coverage, reaching over 228 million across print, online and social. We achieved a 100% inclusion rate for key messages, hit 67% of our target consumer titles, and generated 375k+ reach on social with a 91% positive sentiment.

Through powerful partnerships, thoughtful content and culturally relevant storytelling, we positioned Interflora as a true advocate for emotional connection – and a brand that actively facilitates the conversations that matter most.