Doner, FTD Giving Moms A Hug

W.B. Doner & Co. breaks a new TV spot for Florists’ Transworld Delivery next week that gives its continuing campaign a special twist for Mother’s Day.
The ad, breaking April 27, will support the FTD Loving Thoughts bouquet. It continues the tagline first introduced last fall for the Downers Grove, Ill.-based retailer, but with a twist. Instead of “Some of life’s best moments come FTD,” the new spot closes with, “Some of Mom’s best moments come FTD.”
The 30-second spot will run nationally on cable networks such as USA Network and TNT through May 10. It will also air in select local markets across the country from May 4-10.
The ad captures the emotion associated with mothers receiving flowers on Mother’s Day, said Greg Gerfen, management supervisor heading the FTD account at Southfield, Mich.-based Doner, which won the $16 million account last June.
The bouquet itself features a picket fence planter, and the picket fence image is a focal point of the spot. The campaign also includes full-page print ads in the Sunday newspaper supplements of Parade and USA Weekend. Depending on the market, it will be coupled with either a full-page or half-page ad through the FTD Co-op ad program, allowing local florists to list their locations.