Two new perennial brands launch

In a press release, Perennial Plant Products has announced the launch of a new, two-brand marketing strategy being developed for their North American and European markets.

According to the release, the strategy is designed to involve the entire supply chain from breeder to end consumer. The new strategy involves the creation of two separate brands, one for our industry and the other focused on the end consumer. Each is supported by its own individual branding, including new logos and websites, but with an integrated marketing communications approach to drive market growth. Over the next six months, the new elements of the program will be shared with breeders through to the end consumer.

Must Have Perennials is being designed to provide an integrated marketing vehicle to support breeders, young plant producers, finished plant producers and retailers in bringing new, innovative perennials to market, as well as the continued marketing of the existing ranges of top-selling perennials, up to this point marketed under the Blooms of Bressingham brand. This includes Geranium Rozanne.

Must Have Perennials has its own website (www.MustHaveperennials.com) and is being further developed to provide full-range information on each variety, including growing data, seasonal marketing ideas and advance news of new introductions. The site will also include access to new marketing collateral to be created for the Trade to use in the promotion of sales to their own customers.

Rozanne and Friends is the new consumer brand, focused on promoting the Must Have Perennials range to the end user through its own website (www.Rozanneandfriends.com), which is under development, and through individual branding.

A range of point-of-sale material is being developed over the next six months to assist retailers in maximizing sales potential, linking with the Rozanne and Friends national marketing campaigns. A new Rozanne and Friends garden design program is also being developed over the next year.