, which played in cable TV and radio
ads during non-holiday periods.
In 1996, the National PromoFlor Council aired a
"Think Flowers" commercial campaign starring Mr.
Buzz that began with "Say Hello to Buzz" and
followed with Mr. Buzz saying "As a bee I
understand flowers" and "Flowers make people feel
Mr. Buzz is a "a Johnny Appleseed for flora,
pitching the benefits of buying flowers to men
and women in everyday places like an airport, a
dentist's office, a golf course and a park."
In one of Mr. Buzz's first commercials four men
are playing golf and one is talking about what
to get his wife for their anniversary. In comes
Mr. Buzz and suggests flowers -the same kind
that were in her wedding bouquet - and presto!
the problem is solved.
Harris Ad Track Research Service for USA Today
indicated that consumers found the "Buzz the
Bee" spokesperson pleasing as an advertising
mascot ("the recall of this figure is
phenomenal”). Buzz made people think about
buying flowers throughout the year rather than
just for special occasions.
The National Promoflor Council in Annapolis, MD
- a member of the Agricultural Technical
Advisory Committee for Fruits and Vegetables -
receives financial support (a self-imposed tax)
from flower growers, importers and wholesalers
to promote their industry.
In 1993, floral industry spearheaded the passage
of PromoFlor through Congress. In 1994,
PromoFlor was signed into law and the industry
began a massive campaign to promote flowers
A few years later, in June 1997, 58
percent (or 422) members voted against
continuing the program. Consequently, the Fresh
Cut Flowers and Fresh Cut Greens Promotion and
Information Order, otherwise known as PromoFlor
was terminated effective July 29, 1997.
The "Buzz the Bee" spots were created by
Deutsch Inc., the New York agency.
Back to Top