Mr Roses launches cheeky campaign based on 'Marriage Insurance'

Mr Roses has launched a cheeky new campaign that taps into the thought that a bouquet of premium long-stemmed roses is all it takes to stay in the good books.

The rose delivery service campaign, 'Marriage Insurance by Mr Roses', features tongue-in-cheek creative running in the lead up to Mother’s Day.

The campaign is anchored by ads in the Australian Financial Review, with multiple insertions booked over the coming weeks. The eye-catching campaign will also reach ears across Sydney via Nine’s 2GB radio network, bringing the humour-infused messaging directly to morning and evening commuters and weekend listeners.

The bold creative playfully suggests that a regular rose delivery might be the smartest policy a husband can take out and one with immediate, fragrant benefits.

Supplemented by a strategic media relations campaign and influencer marketing strategy, the campaign seeks to drive purchase consideration for Mr Roses.

'We don’t take ourselves too seriously, but we do take relationships and quality seriously.'

"We know our customers, especially men, often send flowers as a gesture to say thank you, I’m sorry, or I love you," said Mr Roses Founder, James Stevens. "This campaign gives a wink to that truth, showing we don’t take ourselves too seriously, but we do take relationships and quality seriously. Whether it’s for Mother’s Day for the mother of your children, or just because, a bouquet from Mr Roses always lands well."

Data from Mr Roses shows a significant spike in male purchases around key calendar dates, particularly in the week before Mother’s Day, with men accounting for 45% of Mother’s Day purchases, buying for the mothers of their children, as well as their own mothers.

The “Marriage Insurance” line taps into this behaviour with humour that’s instantly relatable, memorable and shareable.

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