INTERFLORA
Helping men foster more meaningful connections with ‘Petals at the Pub’
ABOUT THE PROJECT
Interflora: Helping men foster more meaningful connections with ‘Petals at the Pub’
As part of Interflora’s ongoing brand campaign ‘Say More’, we were tasked to come up with a culturally relevant activation for Q4, with the aim of helping people build deeper, more meaningful connections in the real world.
While women are typically the primary target audience for Interflora, November time often sparks a wealth of conversation in press and online around men’s health and wellbeing… so this time we decided to do something a little different.
The idea? Petals at the Pub – a campaign designed to challenge male stereotypes and inspire guys to connect more openly by engaging in a creative activity.
We commissioned some consumer research which found that 50% of men typically meet at the pub with their pals, yet the majority of their conversations rarely go beyond shared interests. We also found that 17% wish they could open up more but don’t know how and 22% would be up for doing something more creative with their pals but were afraid to suggest it because of negative reactions.
This insight gave us exactly the reason we needed to activate ‘Petals at the Pub’, a series of men-only floristry workshops designed to get men talking over a relaxed, creative activity.
Hosted at The Fox pub in Shoreditch, we held three 90-minute sessions, led by Interflora florist Jamie Price, guiding participants in creating a seasonal bouquet. The free-to-book events included bar snacks and a free pint or drink of choice, offering a space for conversation, connection, and creativity.
We created a landing page for the workshops where men could sign up on the Interflora website and promoted this and our research through a robust news and listings sell in. This resulted in coverage in lifestyle titles such as Shortlist and On in London, with news landing across the Reach PLC network of regional titles and a national hit in The Daily Star. Our earned media was supported by a paid partnership with premium men’s lifestyle title, SL Man.
We kicked off the first of three events with an evening for media and influencers, inviting men to come along to experience the workshop for themselves and share content from their experience. The buzz was huge – 22 pieces of creator content delivered almost 1 million impressions and over 88,000 engagements. Coupled with our earned media efforts and Interflora’s owned social posts, Petals at the Pub immediately started to gain traction among young men looking for something different and the booking frenzy for the events began.
The results were astonishing… over 1500 men registered their interest in attending the remaining two events. Those lucky enough to bag spots were full of praise for the idea, with many contacting Interflora afterwards to congratulate and thank them for the experience.
Through powerful insight, carefully curated influencer content and culturally relevant storytelling, we positioned Interflora as a true advocate for emotional connection – supporting men’s wellbeing while reinforcing the brand’s commitment to social impact and fostering genuine in person connection.
