New FTD Campaign Focuses on Florists

DETROIT – Florists’ Transworld Delivery Association is changing its colors a bit in a new $16 million-plus ad campaign via D’arcy, Masius, Benton & Bowles/Bloomfield Hills, Mich., that features professional florists rather than Merlin Olson.
Combating the loss of business to grocery, drug and convenience stores that have made floral arrangements a staple, the new campaign, which breaks this week, reaches out to consumers in their 20s and 30s in particular, stressing that a professional FTD florist is needed to make an appropriate statement with flowers.
With the theme, ‘We Get It Right,’ the campaign marks a return for FTD to high-profile TV programming such as ‘Entertainment Tonight,’ ‘The Today Show’ and ‘Good Morning America,’ as well a return to a spending level not realized in three years.