Putting Interflora back in their box!

Posted by Chris Wright, Planning Director, RLA Group

Teleflorist are a relay florist business competing with Interflora. For a limited budget the company had to convince 1,600 independent florists to stay with Teleflorist as a supplier.

RLA interrogated the highly emotional gifting business sector. After ordering flowers and chocolates for our other halves we came to a simple conclusion.

Interflora are in fact a bulk business with their flowers boxed in centrally located warehouses. The actual florist rarely touched a petal.

When you are giving flowers to a person you love, it seems like cheating to order off the shelf. We believed that people deserved to be made aware of this un–fragrant practice.

We needed to champion real floristry.

We took the brand line – "We take flowers personally" – and proved it with a high quality viral spoof of American Beauty entitled NO BOXES. Shot for the princely sum of £12,000.

The franchisees loved it so much they got personal too and fell back in love with the company.