We were briefed by Interflora to implement a partnership campaign that would achieve cut-through in the rapidly growing online flower delivery market. After conducting an audience analysis, we saw that the topic of mindfulness over-indexed across all demographics, and we brokered a partnership with leading mental health charity SANE. This saw us undertake research into the mindful habits of Brits, leading to the creation of the first ever mindful flower arranging kit. The stems were carefully selected with colours, scents and textures in mind and were accompanied by a mindful flower arranging guide, written in partnership with SANE. We also hosted the first ever mindful flower-arranging class, led by an expert in the field. An integrated and multi-channel execution saw us conduct an influencer sampling programme, resulting in 15 pieces of organic content from 10 influencers, as well as a traditional PR-led pitch, achieving seven pieces of editorial coverage including Stylist, S Magazine and Women’s Health.