Among PR themes are 12 craft designs for Christmas, poinsettia's Mexican heritage and the many faces and colours of poinsettia that are rarely seen because 80 per cent of the UK’s plants are standard red.
Other themes are "sensuous Christmas pairings of food and florals, as a Quaglino’s chef handpicks 10 dishes and designers pair them with poinsettia designs; an interview with a poinsettia grower; ‘The London Festival of Poinsettia’ – this November will see celebration of poinsettia with a celebrity florist at its helm; and ‘The Christmas Star Stage’ – a "cool" London venues will get a poinsettia makeover.
The campaign has a garden centre and grower arm for the first time, with garden centres in-store festive promotions and craft activities and florist workshops in different locations nationwide in November, including a competition for poinsettia retailers. Pentland Garden Centre near Edinburgh is one centre involved. There will also be a project with the UK’s schools.
Originally founded by European poinsettia breeders Dümmen, Syngenta Seeds, and Selecta Klemm, the campaign began in 2000 with the aim to promote and ensure long-term European poinsettia sales with activities taking place in 16 European countries, some aided by EU funding.
Greg Hill, British Protected Ornamentals Association chairman, Woodlark Nurseries managing director Colin Edwards and Purple Spotted Media are involved in the campaign.
There is set to be a launch at Clifton Nurseries in London.