A card included with each bouquet prompts recipients to visit Interflora’s campaign website where they will discover the identity of their mystery sender and nominate the next person in the chain.
The purpose of the campaign, which has been developed by Bottle PR, is to encourage spontaneity and sending gifts outside of peak calendar dates such as Valentine’s and Mother’s Day.
The campaign will run until January 2015 and is being promoted through social media and traditional PR. Fans are being encouraged to tweet #FlowerChain if they have received a bouquet. Members of the public can also be in with a chance of starting their own chain by visiting Interflora’s website.
Helen Quinn, commercial director at Interflora, said: "The Interflora brand creates and delivers those special surprise moments on behalf of our customers every day, so the idea behind this campaign was to tap into the current trend around ‘random acts of kindness’ and launch our very own Flower Chain.
"We feel this is a really positive campaign, bringing to life those ‘wow’ moments, highlighting our extensive capabilities of hand-delivering bouquets across the UK through our network of 1,800 florists and encouraging people to think about flowers as gifts beyond the peak calendar dates of Valentine’s and Mother’s Day."