Suntory reveals 2014 consumer campaign

Helping growers and retailers prepare for the coming spring season, Suntory Flowers announces its multimedia consumer advertising plans for 2014. As Suntory builds brand recognition, more consumers will be asking for Sun Parasol mandevillas, Senetti pericallis and gorgeous annuals in The Suntory Collection.

Leading lifestyle publications include:

·        Better Homes & Gardens – April issue (Sun Parasol)

·        Southern Living – March issue (Sun Parasol)

·        Sunset – March issue (Sun Parasol) – Plus an extensive digital campaign March through May beginning with Senetti and then transitioning to Sun Parasol.

Publications that engage the avid gardener include:

·        Country Gardens – Early Spring (Senetti) and Spring (Sun Parasol) back covers

·        Fine Gardening – January/February (Senetti), March/April (Senetti), May/June (Sun Parasol) issues and the Container Gardening issue (Sun Parasol). A multi-faceted digital campaign will run March through May, starting with Senetti and then transitioning to Sun Parasol, while also featuring key annuals in The Suntory Collection.

       ·        National Gardening Association – monthly enewsletter sponsorship January-March
(The Suntory Collection)

Suntory will continue to influence the influencers by having a weekly campaign in the Garden Writers Association’s Clippings enewsletter from January through September to promote The Suntory Collection along with Senetti and Sun Parasol. Suntory also will continue its partnership with Garden Media Group, the leading public relations firm serving the garden market.

“Growers and retailers will want to make sure they are stocked up on Suntory varieties,” says Delilah Onofrey, who supports Suntory’s marketing efforts in North America. “There is nothing more frustrating for retailers than when a customer comes in seeking a plant she saw in a magazine but it’s not available. Our goal is to build brand recognition to help growers and retailers sell more plants and benefit from the demand Suntory is creating.”