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Branding company looks to revitalize bulb market


Woodbine is working with a group of 17 flower-bulb trading companies to develop a marketing campaign

Garden Center | January 31, 2011

Brand revitalization agency, Woodbine, has been selected by a group of 17 flower bulb trading companies to develop and execute a marketing campaign to invigorate consumer demand for flowering bulbs throughout North America. The participating companies (listed below) are affiliated with Anthos, the Royal Trade Association for Nursery Stock and Flower Bulbs headquartered in Amsterdam, Netherlands. Together, the participating companies account for 85 percent of consumer sales in North America.

The campaign, set to launch during the second half of 2011, will consist of a website, consumer advertising, digital marketing, social media, public relations and event marketing. It will also have a trade component targeted to retailers across all channels of distribution. The participating companies have made a three-year commitment to the campaign, totaling $1.9 million per year.

“We believe our campaign has the potential to do for the flower bulb industry what ‘Got Milk‘ has done for the milk industry,” said Peter Mitchell, Woodbine president and CEO. “This is a classic category revitalization opportunity for Woodbine and we are excited to get started.”

Companies participating in the North American campaign are:
W.R. Vanderschoot of VA, Inc.
Tuberbulb Export BV
Vanhof and Blokker LTD
M. Thoolen Flowerbulbs
Jac.Uittenbogaard & Sons
Gebr Langeveld BV
Netherland Bulb Company
Garden State Bulb Company
Florex BV
Stuifbergen Bloembollen Export BV
Van Zyverden Inc.
Van Bloem Gardens
CJ Ruigrok & Sons BV
ADR. Bulbs, Inc.
Van Noort Bulb Co. LTD
Kapiteyn Breezand – Holland
M&G en Holland Beauty Corp.
DeVroomen Bulb Co, Inc.
Bloomsz, LLC
Van Bourgondiens
Simple Pleasures Flowerbulbs & Perennials, Inc.
De Ree Holland BV
Bloomsz Canada, LTD
DeVroomen Europe BV
J. Onderwater Export, LTD
Veseys Seeds
Mantel Holland BV

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