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Wafex Director nominated for Marketer of the Year

Friday, 17 April 2015

Wafex Director nominated for Marketer of the Year

Wafex Director Adrian Parsons is pleased to be a finalist in the The PMA-Produce Plus Marketer of the Year Award 2015.

The award will be presented at the PMA Fresh Connections conference and trade show in Melbourne on 12-14 May. 

The PMA Press release said about the nomination:

"Wafex launched a number of marketing campaigns in 2014/15 to boost awareness of fresh flowers and drive sales. Flowers in Fourteen, the overarching campaign, incorporated three different brand promotions.

"The first – Just Because Flowers – was a new brand of ready-cut flowers to capitalise on impulse purchase opportunities, particularly among women aged 30-50, backed up by research that showed they purchase flowers for themselves as a ‘guilt free’ treat.

"The second – Sovereign Flowers – worked to further drive sales growth of this premium trade brand launched in 2011 with a wider product range.

"The third – The Power of the Flower – was a coordinated Valentine’s Day promotion for the Victorian flower industry to protect cut flowers’ position as the ‘gift of choice’ in the face of heavy advertising from competing consumer goods sectors. The consumer-targeted campaign focused particularly on men as the primary purchasers of flowers on Valentine’s Day via radio advertising.

"In addition, Wafex’s community involvement programme Do the Blooming Right Thing raised A$20,000 in 2014 for a range of causes including the McGrath Foundation, Malvern Junior Cricket Club and Cystic Fibrosis Victoria.

"Flowers are often perceived within the Australian industry as a product that ‘sells itself’ and requires no marketing or promotion. With clever design and coverage of different market sectors, the Wafex promotions demonstrated ways to lift the sales and market profile of flowers."

Adrian commented: "Thanks to all my WAFEX team and suppliers who contributed to the great campaigns that have been recognised in the nomination."

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