January 2025 will see the launch of a new EU-funded campaign to promote pelargonium (geranium) plants. Worth around 2.7 million Euros in total, the campaign aims to grow and secure long-term sales of the popular spring flowering plant and support Europe's horticulture industry. It will run for three years in five countries: Germany, France, Poland, Denmark, and Sweden.
Pelargonium for Europe (PfE) is a multistakeholder initiative launched in 2016 to support pelargonium sales across Europe through generic product promotion. The campaign is active in 22 countries and will remain so while winning EU funding enables increased activities and impact in the five new target countries. This new campaign will widen an existing cohort, as PfE already has EU campaigns running in 11 countries. "As such, from 2025, PfE is set to see its biggest year yet, with active EU campaigns in a total of 16 countries at once."
For the new EU campaign, PfE is looking for agency partners who have experience in PR and marketing for consumer lifestyle products (mandatory), and ideally, with an understanding of the flower and plant sector and in running publicly funded projects (desirable).
There are 11 options available for tender: Country Campaign – France, Country Campaign – Denmark, Country Campaign – Sweden, Country Campaign – Germany, Country Campaign – Poland, POS Core Campaign (international & Germany), IGA Event (Germany) – register interest only, Community Activation – Y1 research (international) – register interest only, Community Activation – Y2 & Y3 promotions – register interest only, Cross-Media activities with BLOOM's (Germany), and External Evaluator – register interest only.
The campaign targets both end-consumers and aims to support the green trade. National agencies are sought for the five country campaigns which will comprise public relations, media collaborations, digital and social media marketing, point-of-sale support for retailers, and sustainability communication for producers.
Internationally oriented agencies are also sought for a number of activities including the central development of point-of-sale materials and a new community activation that will address the public planting schemes of towns, cities, and villages. Pelargoniums will also make an appearance at the regional garden event IGA in Germany in 2027, and a specialist horticultural events agency is sought to coordinate this.
"PfE is driven by its breeder members who are global leaders in ornamental plants; they are constantly developing the best quality varieties and a more diverse range. There are thousands of cultivars of pelargonium, otherwise known by the common name geranium. Over many years, European breeders have greatly enhanced the strength and hardiness of pelargoniums available in Europe, meaning they are longer lasting, more durable, and more versatile in their colors, forms, and usage possibilities."
"Therefore, the campaign's key messages are all about promoting the quality, diversity, versatility, and beauty of the pelargonium. Tradition is also important since pelargoniums are famously seen adorning balconies and patios all over Europe – often playing an important role in cultural visuals and events such as village flower festivals."
PfE aims to boost sales and improve consumer product perceptions, overall aiming to strengthen the horticulture industry's stability and growth. "Winning this EU funding is a testament to the impact of the campaign and its support for the sector."
How to apply: agencies should contact [email protected] to receive the tender pack and necessary templates.
Pelargonium for Europe