SAF Responds to 28 Cases of Harmful Floral Publicity, and Counting

196
SAF Responds to 28 Cases of Harmful Floral Publicity, and Counting

This Valentine’s Day season, SAF responded to 28 instances of harmful floral publicity to date. Here are a few of them. This Valentine’s Day season, the Society of American Florists responded to 28 instances of harmful floral publicity to date. “That number could rise,” said SAF’s Jenny Scala, director of marketing and communications, “as floral industry members will continue to forward Valentine’s Day email promotions they’ve received after they’ve had a chance to review their inboxes.” By way of comparison, in 2017, SAF responded to 23 cases of negative floral publicity at Valentine’s Day. In 2016, SAF responded to 23 cases; 16 cases in 2015; 16 in 2014; 10 cases in 2013; 18 in 2012; and 39 in 2011. As the voice of the floral industry, SAF contacts companies that disparage flowers and asks them to reconsider their approach. “The main point of SAF’s response is to bring attention to the disparaging floral statements and ask advertisers to promote products on their own merits,” Scala said. “Success comes when the advertiser ceases running that particular promotion or at least takes note not to go that route in the future.” Here is a list of companies recently contacted by SAF: Best Buy distributed an email with the subject line: “? Hint, hint: chocolates or flowers won’t cut it.” Dairy Queen posted on Facebook: “So skip the roses and go for the cake this Valentine’s Day!” Dairy Queen Director of Communications Dean Peters: “Because we know how vitally important florists are to our local and national economy, American Dairy Queen Corporation ceased running that post in the United States a few years ago. Unfortunately, our Canadian system mistakenly included it in this year’s Valentine’s social campaign. We have asked that they do not include this message in any future Valentine’s Day promotions and we can assure you that it will not run again. We certainly didn’t mean to offend anyone and we sincerely hope that American, as well as Canadian florists, had a fantastic Valentine’s Day.” Etsy sent an email with the subject line: “When roses just won’t cut it…” International Animal Rescue posted on Facebook: “This Valentine’s Day, forget the flowers and chocolates, and give something a little more meaningful!” Léon & George sent an email with the subject line “Forget Flowers!” The message goes on to list “5 reasons why you should gift a plant instead of flowers this Valentine’s Day.” SeatGeek sent an email with the subject line: “Roses: out. Tickets: in.” Simply Tan Sunless Tanning posted on Facebook: “Why get her roses for Valentine’s Day? Why get her chocolate ?or roses ?for Valentine’s Day ❤…when you can get her a GIFT CERTIFICATE for a custom Spray Tan!” Sony Electronics sent an email with the subject line: “Forget the Flowers | Get Innovative this Valentine’s Day.” Springer’s Jewelers sponsored a Facebook post that reads: “Roses die and chocolates melt, but our picks last a lifetime.” The negative floral remark seems contradictory to the beautiful floral graphic you used […]