STORY

The bouquet service with doorstep delivery

Freddie’s Flowers is a weekly flower delivery service. The special feature: No ready-made bouquets are supplied, rather individual flowers, blossoms and leafy greens that can be assembled into a colourful arrangement with the help of instructions enclosed. We assisted the UK-based start-up to expand into Germany.

STRATEGY & CONCEPT

Say it with flowers

How do you convince journalists and influencers about a weekly flower delivery service? Especially when the market is already pretty saturated? For us it was a no-brainer: we just let the flowers speak for themselves – along with Freddie Garland himself, founder of his blossoming subscription service. We provided chosen media representatives with a flower delivery and included a charming introductory video by Freddie. In his short clip the Londoner explains the USP of his company: The bouquets are not delivered ready-made, you can arrange them to your taste, with or without instructions. As almost all flowers originate from the Netherlands, they are only cut to order and processed directly by Freddie’s Flowers without any middlemen. Essentially, the flowers are delivered within 72 hours of cutting and this explains why they stay fresh so long.

IMPLEMENTATION

Focus on the DIY factor

Public Link accompanied the expansion into Germany with all relevant measures and paying special attention to the USP. For this not only was the German launch widely communicated, but also individual media contacts and sampling of key media (lifestyle, consumer, women, living) were realised. In addition we assured placement of Freddie’s Flowers in tests. With a very low budget, we achieved 60 clippings, including in glamour.de and gruenderszene.de, printed issues of Grazia, Gala, Wohnen & Garten and GARDEN Style as well as on Instagram with Herz & Blut, FOGS Magazin and Marie Jaster of Beige.

After only one quarter on the German market, Freddie’s Flowers already had 25,000 customers.

SPREAD THE WORD

“Since you have no influence on the choice of flowers, you have to let yourself be pleasantly surprised – which I personally find wonderful. My bouquet included huge pink lilies, beautiful purple thistle sprigs (I love thistles), snapdragons (I love snapdragons) and white lisianthus. If you want to get an impression of the bouquets, you can find out more on Instagram, for example, or on the Freddie’s Flowers website, where you can see the bouquets from previous weeks. I find them all incredibly beautiful and modern.” –Glamour.de