Amy Stern - 06/18/2020
It’s hard to imagine when Edible Arrangements wasn’t a household name, but that wasn’t always the case. Thanks to a multi-faceted approach that included amplifying new product offerings, building bigger and better business stories about the value of franchising and leveraging the philanthropic efforts of the company’s founder, Edible Arrangements became the go-to resource for healthy, yet decadent, gourmet gift ideas.
Increase brand awareness and define Edible Arrangements as THE category leader in fresh floral-fruit bouquets and the best, fresh chocolate-dipped fruit. In addition to raising awareness and incentivizing consumer trial, we were asked to elevate news for the corporate franchise model while bringing to life the company tagline, “Makes Any Occasion Special.” Client directives asked that we focus on three key initiatives:
- Encourage awareness & interest in franchise business model
- Promote entrepreneurial spirit of the founder
- Amplify news of new product introductions across trade and consumer press
Via aggressive media outreach to national food, lifestyle, health and general interest magazines and corresponding digital outlets, we secured prominent placements during key seasons for gift-giving including Mother’s Day, Father’s Day, Easter, Christmas and more. In addition, we promoted ideas for everyday celebrations like job promotions, successful report cards and get well greetings. We also targeted key business outlets and trade publications,
Garnered multiple placements in major consumer outlets including Shape, Self, Parade, Men’s Fitness and Woman’s World, as well as corporate profiles that appeared in Entrepreneur, Brandweek and Inc.com. Broadcast segments on Today, Rachael Ray and Food Network catapulted our overall reach in excess of 40 million readers/viewers.