Hallmark Flowers Ads Encourage Consumers To 'Send Flowers Like You Mean It'

New Ad Campaign, Product Offerings And Ordering Capabilities Allow Consumers To Translate Feelings Into Flowers

KANSAS CITY, MO -- (INTERNET WIRE) -- 03/29/2002 -- This Mother's Day, don't forget to tell mom "pink rose for everything you do." And let grandmother know just how much you "sunflower" her. Hallmark Flowers has tried to decipher the language of flowers with its new meanings campaign, helping take the guesswork out of sending the right bouquet. In support of Mother's Day, Sunday, May 12, the company will launch its first national print advertisements, which will appear in a variety of weekly and monthly consumer magazines.

"Ever since Victorian times, people have tried to attach meanings to specific flowers. The red rose and yellow rose - signifying love and friendship - have remained constant; however, the meanings of other varieties have not been as clear," said Jen Weiss, Hallmark Flowers marketing manager.

Hallmark Flowers helps consumers
speak the language of flowers.

"Hallmark has conducted substantial historical research to determine the primary sentiments connoted by a number of popular flowers, and we are delivering on those meanings with our products and ordering capabilities. We think we've made it easier for consumers to send a little bit of themselves with each bouquet."

The messages and images from the campaign, which seeks to introduce a new way of expressing yourself from Hallmark while educating consumers about the primary meaning behind various flowers, will be carried through onto the company's Web site, www.Hallmark.com.

Be Fluent In Flowers

According to Hallmark, the following flowers are accompanied by these key corresponding meanings which will be revealed in each ad:

"Each advertisement will include images of eight floral varieties, with text that describes the meaning of each flower," said Tim Pontarelli, creative director with Leo Burnett USA. "We believe the campaign's powerful photography - shot by internationally recognized photographer James Merrell - and simple, engaging copy will illustrate that Hallmark Flowers can be a wonderful way to express specific emotions."

Hallmark Flowers has enhanced its Web site and phone ordering capabilities to allow consumers to choose a bouquet based on meaning, in addition to more standard selection options such as price or variety. For example, a woman who wishes to express gratitude to a friend for her advice and support might select the sentiment "appreciation" to send a bouquet that consists primarily of lisianthus. Specially designed Hallmark cards enclosed with each bouquet further communicate the particular meaning the sender has selected.

In addition to single-variety bouquets that emphasize one dominant message, Hallmark Flowers offers mixed arrangements that allow a sender to combine thoughts and feelings. "We think the combination of the meanings chart, the personalized card that reiterates the meaning of the bouquet, and the fact that you can go to our Web site to learn more about a particular flower, will help our consumers better speak the language of flowers," said Weiss.

Hallmark Flowers can be ordered online at, www.hallmark.com, or by calling 1-800-HALLMARK (1-800-425-5675).

According to Hallmark, ninety-six percent of American households celebrate Mother's Day - collectively spending more than $9 billion each year. "Hallmark Flowers provides a simple way for consumers to send very personal and expressive gifts to their moms, aunts and sisters on this special day," Weiss said.

Hallmark Flowers - Another Way To Build Relationships

Hallmark Flowers can be delivered anywhere in the United States as well as 185 different countries worldwide. Customers are able to choose from two different delivery options depending on their floral gift needs.

First, Hallmark’s centralized fulfillment center offers a premier assortment of fresh-cut flowers that includes single variety, mixed and rose bouquets, offered for next-day delivery. These bouquets are shipped directly to the recipient in a beautiful gift box with a personalized Hallmark greeting card.

Second, for a customer who needs a bouquet delivered the same day, has a special design request or does not want the bouquet delivered in a gift box, Hallmark offers additional options through a network of select local florists.

Hallmark Flowers was the official floral provider for the 2002 Olympic Winter Games in Salt Lake City, marking the first time a national brand has provided flowers for the Olympics. The company prepared more than 2,500 bouquets and 50,000 single stem roses for the Games, as well as provided more than 500 bouquets for the 2002 Paralympic Winter Games.