Mr Roses has unveiled a new advertising campaign titled 'Marriage Insurance by Mr Roses', adopting a humorous approach by suggesting regular rose deliveries could serve as a beneficial 'policy' for husbands.

The campaign is strategically launched in the lead-up to Mother's Day, targeting a period known for increased flower purchases. Advertisements are being placed in The Australian Financial Review and on Nine's 2GB radio network in Sydney. This initiative is further bolstered by a media relations campaign and an influencer marketing strategy aimed at driving purchase consideration.

James Stevens, the founder of Mr Roses, brings over 50 years of experience in the Australian flower industry to the campaign.

"We know our customers, especially men, often send flowers as a gesture to say thank you, I’m sorry, or I love you. 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 indicates a notable increase in male purchases around key dates, with men accounting for 45% of Mother's Day purchases. The company reported a 24% year-on-year sales growth on Valentine's Day, alongside a return customer rate exceeding 40%. Additionally, there was a 14% increase in the average order value, reaching $181.

The creative work for the campaign was executed by Mr Roses' in-house creative team, while public relations efforts are managed by The Atticism.

Mr Roses' strategy reflects a broader trend of using humour and relatability in marketing to foster customer engagement and brand loyalty. The campaign's timing and execution are designed to capitalise on the increased demand for floral gifts during significant occasions such as Mother's Day.