![Greg Wallace, a white man wearing glasses and lying on a bed of red roses covering his topless chest. Holding two bunches of roses in both hands.](/app/uploads/Snapinsta.app_428087179_18413709223022269_2700352783731886223_n_1080.jpg)
We created a picture story that recreated the iconic American Beauty bed of roses image, with Gregg Wallace as our face of the campaign.
We researched consumer behaviours and attitudes towards Valentine’s Day.
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![Gregg Wallace, a white man wearing hat and coat holding a bunch of red roses to give to people for free on the streets of London.](/app/uploads/1708005226088-1920x1322.jpeg)
We then hosted SMARTY’s Cost of Loving pop-up along the Southbank, where our Cost of Loving florist Gregg Wallace handed out 3,000 free roses to passers-by.
The campaign achieved almost 150 pieces of coverage across print and online, over 2,300 likes on Gregg Wallace’s Instagram, and was hailed a ‘Creative Hit’ by PR Week.
![](/app/uploads/Snapinsta.app_424614410_18280670599161274_8565390463947934085_n_1080.jpg)