Now that the days are getting longer and the spring sun is cautiously appearing in the sky, a lot of consumers are desperate to place new plants in their garden or on their balcony. A frequently asked question therefore is: “When can I put my plants outside without the risk of frost?” The Flower Council of Holland is responding to this question with the Bodenfrostfreitag campaign. And you can join in too!
Awareness campaign in week 18 and 19
Bodenfrostfreitag is coming is a three year awareness campaign by Pflanzendreude.de (Thejoyofplants for Germany) which starts on 26 April this year. This year the campaign focuses particularly on consumers in Cologne, Berlin, Munich, Dusseldorf and Hamburg. The campaign tells gardening enthusiasts when new plants can go outside and/or when they need to be protected against (possible) ground frost.
How the campaign works
The focus of the campaign is the Prediktor. This online tool uses weather forecasts to inform consumers about the capricious spring weather, and sends push messages when there’s an immediate threat of frost. Various humorous online videos will also be launched between 26 April and 11 May on Pflanzendreude.de and via online media in order to reach the target group. These feature an eccentric weatherman delivering weather forecasts. There will also be live Facebook sessions with plant experts and collaborations with influencers in order to get the campaign message across.
When is Bodenfrostfreitag?
On Friday 11 May we will celebrate the fact that the night frost period has come to an end with a lot of media attention and an idiosyncratic video. This is the day when plant lovers should head for your shop with a big shopping list.
How to join in
If you’re keen to participate in the campaign, you can find video material and the key visual for the campaign on the Blumenbureau.de campaign page from 18 April. You can share those via your website or social media. Obviously you can also share our social media campaign on your own channels in order to draw further attention to Bodenfrostfreitag is coming. You could also highlight your outdoor plants. However you participate in the Bodenfrostfreitag is coming campaign, together we can make it a successful landmark event!
Want to know more?
The campaign will go online from 26 April: www.pflanzenfreude.de/bodenfrostfreitag. Before then you can contact Isabel Groot for more information on +31 (0)174 72 70 12 or firstname.lastname@example.org.