A spokesperson for the Stars for Europe initiative said: "Maligned in recent years for being a bit old fashioned, Stars for Europe are bringing the poinsettia back with a bang thanks to an array of activities, changing the plant’s fuddy-duddy perception and bringing it to the forefront of everyone’s mind come Christmas shopping season."
International Poinsettia Day takes place on December 12, supported by a social media and PR campaign.
Last year, poinsettias enjoyed features in more than 50 publications and this year Stars for Europe is hoping to beat that.
Liz Anderson is running consumer PR and Purple Spotted Media is running trade PR.
Stars for Europe, working with Peter Seabrook at The Sun, is giving away hundreds of poinsettias to primary school children and residential homes across the country.