Our Story
That Flower Feeling is the independent, national marketing association and foundation for the U.S. floral industry, dedicated to raising floral consumption through humor-forward, impactful consumer campaigns. We were founded in 2021 by the CalFlowers Association as an industry-wide initiative and transitioned to full independence in 2025, marking a major milestone for unified industry growth. That Flower Feeling 501 (c) (6) runs off of voluntary contributions from the floral industry
Our sole mission is to inspire more Americans to enjoy more flowers more often—making flowers an essential part of everyday routines, self-care, and gifting.
Mission
Promote “More Americans enjoying more flowers more often” by motivating consumers to view fresh flowers as an effortless daily joy with proven emotional benefits.
Campaigns
Our headline campaign, “Self Care Made Easy,” embraces fun, sarcasm, and relatability—running digitally and via audio on Instagram, TikTok, Pinterest, YouTube, iHeart Radio, and Spotify. We aim to drive flower purchases beyond holidays and gift-giving, successfully reaching more than 160 million impressions so far.
The new “Just Add Flowers” campaign is a core focus of That Flower Feeling’s current marketing strategy. It is designed to inspire consumers to embrace the idea that incorporating flowers into daily life is simple, joyful, and transformative—not something to overthink or reserve for rare occasions.
About the “Just Add Flowers” Campaign
- Core Message: “Just Add Flowers” encourages people to instantly enhance any moment, situation, or environment by adding fresh flowers.
- Strategy: The campaign positions flowers as a quick, accessible, and effective way to improve self-care, home décor, or even a mood boost—akin to an off-the-shelf happiness upgrade.
- Execution: Assets feature humor, vibrant visuals, and relatable scenarios, reinforcing that flowers are for everyone, every day—not just for gifts or special events.
- Audience: Targeted especially to “Aesthetic Explorers”—adults 25–35 with a creative, wellness-oriented mindset and an interest in home décor.
- Channels: The campaign runs across all major digital and social platforms, including Instagram, TikTok, YouTube, and through audio and out-of-home advertising in key U.S. markets.
- Results: Early test markets have shown notable sales lifts, increased engagement, and strong brand recall linked directly to the “Just Add Flowers” messaging and visuals.
This campaign evolves That Flower Feeling’s mission, making everyday flower purchases relevant and rewarding for modern consumers—truly self-care made easy, just by adding flowers.
Embrace the Flower Feeling
That Flower Feeling is all about bringing more beauty, connection, and meaning into every part of daily life—from simple self-care moments and mindful pauses to elevating home decor and making gift giving extra memorable. Whether it’s a single stem in a workspace, a bouquet lighting up a living room, or a thoughtful bunch shared with friends, flowers make it easy to feel good, spark mindfulness, and transform both ordinary spaces and special occasions. The more we embrace flowers in our everyday lives, the more we unlock that undeniable “flower feeling.”
TFF Staff
Behind That Flower Feeling is a group of passionate individuals dedicated to bringing more beauty, joy, and flowers into everyday life.
TFF Advisory Board
Get Involved
Register at www.thatflowerfeeling.org to access free creative assets, donate, or join a volunteer committee. With support from across the floral industry, we drive new growth, inspire happy consumers, and make self-care with flowers accessible to everyone.
Why TFF
Your contributions make a world of difference to the floral industry.
Our mission of promoting ‘More Americans enjoying more flowers more often’ is made possible by the generosity of many in the Floral Industry wanting to see a more sustainable fresh flower demand and consumption for generations to come. Through our generous partner contributions, we are creating a significant floral industry marketing effort designed to push fresh flowers into a new consumer category.
The TFF Impact - Awards and Honors
That Flower Feeling has earned recognition for outstanding creativity and marketing impact, with notable international awards including:
- Epica Awards Bronze (Luxury and Premium Brand category, 2022)
- Society of American Florists (SAF) Marketer of the Year Award (2023)
- ADDY Award from the American Advertising Awards
These honors validate the approach, reach, and creativity of our campaigns in shifting consumer perceptions of fresh flowers.
Total impressions: 76.1 million consumer exposures
(January – July 15, 2025)
Facebook: 7.1M views
- Steady link clicks: 2,839
- Notable presence with consistent reach and interactions
6.2 million views
- Strong engagement: 37,635 content interactions
- Robust link clicks: 12,399
- Substantial audience growth: 3,231 new followers
- High profile visits: 14,192