Let it Grow
How to get plants and flowers into young people's life? Royal FloraHolland asked Vandejong to devise an innovation strategy aimed at the consumer market.
Insight & strategy
There was little innovation happening in the flowering and plant sector. Royal FloraHolland was able to occupy a knowledge position by providing insight into the value of flowers and plants (psychologically and physiological) and by stimulating innovation in the value chain.
We came up with the movement: Let it Grow. A platform where consumers and innovators come together. The brand operates apart from the current business as separate entity from which to experiment in new environments. We invited everyone to contribute to our mission: students, entrepreneurs, artists and change agents: al innovators with green fingers and an urge to experiment.
Result & impact
8.000.000 people reached in more than 45 countries70.000+ website visits
18 events4.000+ visitors Greenhouse Festival2.200 visitors concept storeSupported 15 international start upsCollaboration facilitated with the innovation team of Royal FloraHolland, freelancers in London and Mumbai, filmmakers, sound studios and animators. We inspired our community and set a movement in motion that gives new meaning to flowers and plants.
How to let it grow
From artwork to animation, film to festival space, the visual world of Let it Grow has ventured far and wide. Individuals from every niche
of the creative industry got involved in developing
a brand that can be deployed across multiple contexts and a visual language that projects a fresh, bold and optimistic tone of voice.
The Incubation Programme was designed to stimulate the growth of young talent. The incubator rested upon three basics: a nourishing work environment, a specialised team of mentors, and a lively programme that challenges innovators to shape their dreams.