Sprucing up Big Flower

For 110 years, the brawny Mercury Man has lunged across America, determined and vital. But after regime changes and a bankruptcy, the flower-delivery brand behind him wasn’t sounding so spry. 🥀

FTD had been relying on trivial flower facts to channel its enduring expertise—a rather insecure approach, to humdrum effect.

With editorial sensibility and selective wit, I began renovating. Soon, the resulting voice, set within a refined visual identity, began to bloom with nuance and perspective, bringing the brand to life.

Marketing email

Site banner ad

Side banner ad

 

What set FTD apart was its large network of florists who fulfill the orders near the recipient. In a run of paid social testing, I framed this from a “shop local” angle. The ad outperformed those featuring the brand’s slogan by 121% in return on ad spend (ROAS) and by 36% in clickthrough rate—a “significant difference in performance” and an about-face for the paid-social team going forward.

Paid Facebook ad

 

Product naming + descriptions

Keeping with the brand’s “expert” identity, I tapped into my art writing skills to name products and pen elevated descriptions that imbued the products with meaning and allowed potential customers to appreciate what they were looking at (and the higher price point 😉).

 

Campaigns

Joy to the Whirl

From concepting to storyboards to social, I spearheaded this holiday campaign, which embraced the busy bustle of the season and positioned FTD as the key to pulling it all off.

Concept overview

Campaign TV ad

Partnerships

FTD x KFC

What does Big Flower have in common with Big Chicken? Answer: They both rake it in on Mother’s Day. I kept the copy appropriately silly for this fun collab between the Colonel and FTD’s millennially minded sister brand, ProFlowers. It instantly went viral, garnered national media attention, and sold out within hours of launching.

 
 

FTD x Milk Bar

Capturing the excitement of the zeitgeist-y dessert folks meant whipping up some tantalizing, sumptuous copy that customers can sink their teeth into. Reading it, you can practically taste it. It’s upsetting.

Partnership landing page copy. Click any to enlarge!

 

Creative directors love me!

 

Looking for something specific?

Email me