That Flower Feeling, the floral industry’s newly independent national marketing initiative, on Monday announced the official Nov. 17 launch of its next major campaign, Just Add Flowers. Building on the success of its earlier Self Care Made Easy message, the new effort is designed with one goal: getting more flowers into homes more often.
The Just Add Flowers campaign reframes flowers from a special-occasion purchase to an everyday essential. It offers a simple, direct call to action encouraging consumers to instantly elevate any moment — morning coffee, a reunion with a friend, a housewarming gift, a work-from-home desk or a relaxing bath — by simply adding flowers.
The new campaign extends the momentum of Self Care Made Easy. A dedicated test market for the earlier effort proved the model, delivering a significant and immediate lift in everyday flower sales. The results showed that a unified national message resonates with consumers and motivates purchases. Just Add Flowers is the next phase of that strategy.
“We have proven that this collaborative marketing model works. Now we are asking the industry to unite again as we launch Just Add Flowers,” said Vanessa Leite, executive director of That Flower Feeling. “To make this campaign a household name, we need a two-pronged partnership: first, financial investment to power the national media buy, and second, active participation by using our Just Add Flowers toolkit at the local and regional level.”
To support the rollout, That Flower Feeling has created a comprehensive toolkit for industry members. It includes professionally designed social media assets, digital ads, print materials and in-store signage to help bring the national message to local customers. The toolkit will be available for download Monday, Nov. 17.
“We explored several strong concepts, but ‘Just Add Flowers’ was the clear winner,” said Christopher Lewis, creative director at Logical Media Group. “It’s simple, direct and actionable. It captures the behavior we want to encourage — reframing flowers not just as a gift but as an easy, everyday way for people to elevate their own lives. That’s the entire strategy in three words.”
The campaign’s reach is funded entirely by the industry, for the industry. Financial contributions directly support the media buy for Just Add Flowers, placing ads on platforms where consumers spend their time.
“This is the perfect example of fostering community over competition,” said Cameron Pappas, a retail florist and longtime That Flower Feeling contributor. “When we work together and invest in a unified message, we create a rising tide that lifts every one of our businesses. ‘Just Add Flowers’ is a campaign every florist can support, and I’m proud to invest in it because it strengthens the entire industry.”
As another example of collaboration, the Just Add Flowers name is being made available for direct-to-consumer use through a licensing agreement with FernTrust, which holds the B2B trademark.
That Flower Feeling is encouraging all industry members to join the movement by making a financial contribution and downloading the toolkit to deliver the message to customers.
