Creatives wanted to challenge expectations around the February holiday.
“Flowers are a timeless expression of love, but somewhere along the way they became limited in who was traditionally on the receiving end of the gift,” said Teddy Notari, group account director at Gut Los Angeles, part of the U.S. network named ADWEEK’s 2023 Breakthrough Agency of the Year.
Focus on boo
Recent polls have found that 61% of men would like to receive flowers for Valentine’s Day, while Statista said that Americans are expected to spend $2.6 billion on flowers for the holiday, a sizable bump from the $1.7 billion spent in 2010.
Valentine’s Day beats even Mother’s Day for flower purchases, according to the Society of American Florists, but men still make up a tiny portion of giftees.
Meantime, the National Retail Federation said inflation is causing consumers to reprioritize their spending in 2024. The focus will be on significant others, returning the holiday to its old-school romantic roots, rather than gifting to teachers, caregivers and BFFs.
The DoorDash campaign, called “Flowers Are for Every Valentine,” comes as the brand is pushing its new “Your Door to More” platform from agency Wieden+Kennedy. Its recent Super Bowl 58 ad and giveaway, along with other ongoing marketing efforts, position the brand as 24/7 personal assistant rather than just a food delivery service.
“Flowers Are for Every Valentine” features a discount for consumers who order multiple bouquets, while the app has added a broad range of locally sourced gift ideas for the holiday.
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