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Fresh Fruit Retail Leader Launches 2010 National Advertising Campaign With Exclusive on ESPN
WALLINGFORD, CT–(Marketwire – 01/27/10) – Edible Arrangements, the pioneer and leader in hand-sculpted, fresh-fruit arrangements, announced today the launch of its 2010 national advertising campaign on January 27, 2010 on ESPN and ESPN2. The campaign marks the first time Edible Arrangements has targeted men with its national television advertising. The integrated marketing effort will also include national print, online and radio advertising promoting its products for Valentine’s Day.
The campaign entitled “Upstaged” features a man getting ready for his girlfriend to arrive for a romantic dinner for Valentine’s Day. A red, heart-shaped box of chocolate sits on the coffee table, with a smooth-talking voice emanating from the box declaring that it’s “showtime.” When the girlfriend enters she spots her gift on the table and breaks into a huge smile. Then the camera pans to reveal the object of her excitement — an Edible Arrangements’ Berry Chocolate Bouquet. The dejected heart-shaped box of chocolate realizes he has competition from a new “ultimate wingman” — Edible Arrangements.
By using humor and storytelling in its new campaign, the program adds depth to Edible Arrangements’ previous television spots that focused primarily on educating consumers on its brand and products. Since its original campaign aired in 2008, Edible Arrangements has seen its advertising and brand awareness triple among consumers.
“The ‘Upstaged’ campaign supports Edible Arrangements’ focus on customer acquisition in 2010 by targeting simple gift choices consumers make during key holidays like Valentine’s Day,” said Stephen Thomas, Vice President of Marketing for Edible Arrangements. “Our campaign execution is respectfully comparative, while communicating Edible Arrangements as a fresher, more unique gift option for consumers.”
The “Upstaged” TV ads will debut on ESPN and ESPN2 during NCAA and NBA basketball programming, as well as during the NFL Pro Bowl and pre- and post-Super Bowl coverage during SportsCenter. Additional advertising will run on espn.com, ESPN Radio, Westwood One and in ESPN The Magazine. MediaCom, the brand’s media buying agency, chose ESPN since the network can effectively reach its new strategic target audience through multiple mediums, representing an ideal environment to deliver the brand’s message in TV, radio, online and print.
“Upstaged” will be followed by a second national TV, print and online campaign launching in late February called “Pass It On.” These branding spots illustrate how an Edible Arrangements’ bouquet can create transferrable happiness by showing people celebrating special moments in their lives with its fresh-fruit arrangements. The product is passed from one occasion to the next as people find new reasons to share happiness with their loved ones through a bouquet. The campaign will feature various non-major holiday occasions such as birthdays, get well or anniversaries and the tag line — Happiness is always in season. This campaign will air on national TV, print and online.
“The ‘Pass It On’ initiative addresses Edible Arrangements’ effort to build greater frequency among our current customer base,” said Thomas. “By showcasing how Edible Arrangements can be shared during special occasions and not just holidays, we’re confident consumers will begin to think of our fresh-fruit arrangements more often in 2010.”
The advertising campaign was created by Hot Dish Advertising. The television spots were directed by Kenny Morrison.
About Edible Arrangements
Edible Arrangements International, Inc. is the leading purveyor of delicious, high quality, artistically designed fresh fruit arrangements that are a practical and healthy gift delivering happiness no matter the season. Founded in 1999 in East Haven, Conn. by Tariq Farid, Edible Arrangements earned the 48th spot on Entrepreneur’s 2009 Franchise 500 ranking. Edible Arrangements has more than 900 operating locations worldwide and is rapidly expanding with franchises across the United States, Canada, Puerto Rico, the United Kingdom, Dubai, Saudi Arabia, Kuwait, Italy, Qatar, Turkey, Hong Kong and throughout the United Arab Emirates. Customers may order arrangements by telephone 1-877-DO-FRUIT, at one of the company’s retail stores, or online at EdibleArrangements.com.