Rocket Farms of Salinas, Calif., is hoping to get some media and consumer attention at Mother's Day, with its "Who's Your Momma" contest. The potted orchid grower is holding a contest that asks consumers to submit a photo of their moms with an orchid, and the grand-prize winner will receive an orchid plant each month for the upcoming year.

Contest entries received so far range from a photo of a mom holding an orchid to a mom sporting an orchid tattoo on her back, along with many other variations on the orchid theme, according to Connie St. John, media relations representative for Rocket Farms. St. John says the campaign "was inspired by the Dove soap commercials that show real women in their ads rather than models. We wanted to depict real women and appeal to the entire spectrum of possible recipients," she adds.

Earlier this year Rocket Farms was in the news for its acquisition of Pajaro Valley Greenhouses in Watsonville, Calif., but the grower has also made headlines with other inventive marketing campaigns. This past Valentine's Day, Rocket Farms unveiled its "Be a Babe Magnet" campaign, an idea that originated from a first-hand experience involving Marc Clark, the company's executive vice president. It all started, St. John explains, when Clark was walking through the airport, carrying an orchid for his wife — "he received a lot of female attention because of it," she adds. The campaign's message then became "Be a Babe Magnet," advising men that they could appeal to the ladies if they, too, like Clark, toted their purchased orchids.

"We love doing light-hearted promotions," says Clark. "Everyone has fun, and our orchids generate a lot of smiles from their recipients."

--Cassandra P. Foster
cfoster@safnow.org

 

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