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Our Calliope® campaign grows

News
24.10.2018

We are proud to announce that our biggest ever retail campaign, for the gorgeous Calliope®, has been so successful that it will continue and grow in 2019.

Launched this spring, feedback from both consumers and partners during the campaign has been extraordinary. At outreach events, such as the UK’s RHS Malvern Show, for example, many of the approximately 3,000 visitors who came to our stand were overheard calling them “mega geraniums” in conversations about their flower power, vibrancy and colour.

Ebla Elmi Guessod, Marketing Manager Industrial/Retail, Syngenta Flowers®, says, “We are very excited about 2019 and look forward to building on the successes of the Calliope® launch this year. We will continue working with our strategic partners, and engaging consumers through a mix of targeted online and offline initiatives.”

This huge retail drive for Calliope® began in April to create that vital spring into summer retail pull.

Across Germany, the UK and France, our extensive range of activities included retail pop-ups at major garden centres in all of these markets, as well as Switzerland.

We have been active in community engagement with a sponsorship of UK-wide gardening programme ‘Cultivation Street’ that included a Calliope specific competition called ‘Colour Your Life’. There has also been plenty of activity on social media (@CalliopeFlowers on Facebook and Instagram), not to mention the Calliope® website.

Since then, this strikingly beautiful geranium has been featured in high-profile home improvement TV programmes, such as ‘Grand Designs’ in the UK, and we have had a major presence at some of the UK’s most prestigious international flower shows; RHS Malvern and The RHS Chelsea Flower Show.

ITV’s ‘Love Your Garden’ – a garden makeover show on UK TV – also featured the Calliope®, as did the much-loved Dutch TV garden show ‘Robs Grote Tuinverbouwing.’  

As part of our drive, the Calliope® has also been in the spotlight in gardening magazine advertorials –‘Mein Paradies’ in Germany, ‘Rustica’ in France, and ‘Garden Answers’ in the UK, to name a few.

This has been our biggest campaign ever. We’ve been working to ensure growers and retailers achieve a higher retail price, increase sales, and attract impulse buyers who are looking for an easy way to colour their lives. We will continue to do this next year.

Calliope® is unlike any other geranium with more flowers in vibrant and intense colours, super easy to care for and longer lasting for you to enjoy them from April until the first frost.

So in 2019, we hope you will join us in making an even bigger success of the campaign.

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