Reinforces Company Position as the Category Leader
February 07, 2008 // Franchising.com // WALLINGFORD, CT — Edible Arrangements International, Inc., the industry leader of high quality, artistically designed fresh fruit arrangements, is embarking on a national media campaign including the company's debut in national television advertising with the first flight to begin later this month. The focal point of the campaign is the tagline— "Edible Arrangements Makes Any Occasion Special"— reinforcing the company's message that Edible Arrangements® fresh fruit arrangements are ideal for special occasions or everyday events. The new campaign also defines Edible Arrangements fresh fruit arrangements as the perfect choice for consumers seeking a fresh, healthy and beautiful gift for any occasion. The television ad campaign will be supported by national print and online media.
The 30-second spots, an integral part of the company's branding strategy, will have broad reach on targeted cable outlets such as E!, Oxygen, Food Network, Lifetime, The Style Network, SOAPnet and HGTV. Program placement will include Iron Chef, Ellen, ER, Law & Order, CSI Miami and House Hunters, among others. A schedule of advertisements will also run in high profile syndication on such shows as Will & Grace, Friends and Two & A Half Men. Spots will appear on targeted cable outlets as well as early morning network programming on ABC. The company will also continue its extensive national print campaign in leading women's lifestyle, home entertaining and health publications and increase its existing online presence.
The new TV spots, created by Hot Dish Advertising in Minneapolis and placed by media buying agency MediaCom NY , kick off on February 24 th during E!'s Red Carpet Academy Awards Special and will air for four weeks through March 23rd, 2008. The second flight is planned for later in the year. The creative reflects a two-pronged approach: showcasing the product in a lifestyle situation/environment while also depicting consumers' emotional responses to the product.
"Becoming a network television advertiser is significant for us on several fronts," explains Steve Thomas, VP of Marketing for Edible Arrangements International, Inc. "After looking at a variety of media options we concluded that TV is the ideal vehicle to communicate the visual impact of our product. The unique attributes of Edible Arrangements products, which include quality and freshness, are reinforced to the viewer along with the message that we are the only choice for fresh fruit arrangements."
Another key initiative in 2008 is the company's new Kids & Kids at Heart Collection by Edible Arrangements™ . The kid-themed line of licensed character fruit arrangements appeals to parents' nutritional objectives and to children's interests and features well known characters from six highly recognized national entertainment brands including Disney, Nickelodeon, HIT Entertainment, 4 Kids Entertainment, Sanrio, Inc. and Sesame Street. Popular characters include the Disney Princesses, Mickey Mouse Clubhouse, SpongeBob SquarePants, Dora the Explorer, Thomas the Tank Engine, Teenage Mutant Ninja Turtles, Hello Kitty, Elmo, Cookie Monster and Big Bird.
About the Products
Arrangements are guaranteed fresh and are available in a variety of sizes and range in price from $45 to $200. Each arrangement is made to order and can be customized with a variety of items including all natural fudge sauce, plush teddy bears, and special Mylar balloons for almost every occasion. All ingredients are natural and no preservatives are ever used. Arrangements can be picked up or delivered to your door from a local Edible Arrangements store.
About Edible Arrangements
Edible Arrangements International, Inc. is the industry leader of high quality, artistically designed fresh fruit arrangements that resemble their floral counterparts. Founded in 1999 in East Haven , Connecticut , Edible Arrangements® was named one of America 's fastest-growing privately held businesses in America by Inc. magazine. With 674 operating stores and 132 new stores opening soon, Edible Arrangements is rapidly expanding franchises across the United States , Canada , Puerto Rico, the United Kingdom , Dubai and throughout the United Arab Emirates . Arrangements may be ordered by telephone, on the company website or at one of its retail stores. For additional information, please visit www.ediblearrangements.com.