Plants make us feel good. It’s a no-brainer, backed by numerous studies, but there’s more to the story. And it’s one the Canadian Ornamental Horticulture Alliance (COHA) hopes its Plants Love You campaign will tell in such a way that it will inspire people to make plants a part of their life, and on a bigger scale.
COHA is an alliance between the Canadian Nursery Landscape Association (CNLA), the Fédération Interdisciplinaire De L’Horticulture Ornementqale Du Québec (FIHOQ) and Flowers Canada Growers (FCG). Inspiration for The Plants Love You campaign came from COHA’s research, which revealed that 96 percent of consumers surveyed have a favorable attitude toward plants. When COHA delved deeper into the numbers, one thing stood out loud and clear.
“It quickly became apparent that while consumers like plants because they are pretty and make them feel good, few understood the environmental and health benefits plants offer.” says Frank Zaunscherb, creative director for MARCON+ZRB, the marketing and research team behind Plants Love You.
Enter The Plants Love You Campaign, with a mission to educate consumers about the benefits of plants. In addition to pushing plants’ aesthetic benefits, the campaign provides documented health, environmental and economic benefits.
“Many organizations recognize this as a need, but they don’t always know how to spread the message,” Zaunscherb says. “This is a non-competitive, unified message that everyone in the Canadian ornamental horticulture industry can get behind. The website makes it easy for growers to push the message out at their busiest times because it provides everything in one place.”
The Plants Love You website will keep growing by adding consumer-focused articles that industry members can use. Each will include a link to the COHA association to help match up consumers with horticulture professionals who can answer in-depth questions about how to use plants and care for them.
COHA plans an industry-wide launch this month, around the Landscape Congress in Toronto, and a later launch geared toward consumers at the Canada Blooms Garden and Flower Show.
Read more about how U.S. growers are successfully Marketing The Benefits Of Plants.