French television inspires young people with daily show06 July 2016
The French horticultural sector wants to bring flowers and plants better into the attention of France's youngsters. They do this with 'Mission: Végétal' a new daily television program.
Each show has the same format. A professional helps the presenter to respond to the different needs of French consumers in terms of flowers, houseplants and garden plants. There are always three phases:
- The challenge
- A solution with flowers and/or plants
- The enthusiastic reception by the consumer
It is a concept that consumers can easily identify with. But more than that, the French horticultural sector is striving to create bonds between the target group, via social platforms and various communities that are linked to the TV programme.
Consumers are regularly invited to watch the show(s). The viewers learn to enjoy more of the benefits that flowers, plants and/or trees can give them, anytime, anywhere.
Initiative promotor Val'Hor
Val'Hor, the most important trade organisation of the French horticultural sector, launched this new media concept at the beginning of May 2016 on television and social media. Their aim was to inspire French consumers to do more with flowers and plants.
With this innovative concept, Val'Hor has struck gold in the opinion of Erwin Sneiders, Market Specialist at Royal FloraHolland. "They are trying to stimulate the position of flowers and plants in the brains of French young people and anchor it in their daily lives."
Social media platform
The short programmes are published by the French on a special website. Professionals in the horticultural sector then add videos and display photos of flowers and plants. They are supported by a social media platform so consumers can log in via Facebook, Instagram, Pinterest, Twitter, etc.
Watch a show of Mission: Végétal
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