Edible International, LLC has kicked off May with a nationwide multi-million-dollar, multi-layered advertising campaign, designed to splash across billboards, TV and radio, celebrating the goodness and "ibles" that make up the Edible brand. Created by Havas New York, Edible's advertising agency of record, this Edible is Lovible program will roll out in waves this spring and summer, timed to celebrate new products, holidays like Mother's Day and Father's Day and those crazy days of summer.
It's the first comprehensive marketing campaign in more than 18 months, and a bold statement for the award-winning brand to share products that are both gifts and treats.
Representation of this campaign will come to life through various channels beyond the traditional billboards as Edible will share watchible moments across multiple TV commercials, social media, on the radio, and in-store marketing materials. There are multiple versions of the TV commercials- an "Anthem" that captures how guests interact with the Edible brand for everyday occasions, and a lovible animated commercial that focuses on giftible products. Rotating variations of the nationwide billboards will celebrate the goodness of Edible's ibles such as: <3ible, momible, dipible, and more. America will no doubt catch the Edible brand excitement.
"For years we've been the Mother's Day go-to for festive and healthy fruit bouquets to celebrate mom. We're happy to continue on that path but this year, we're taking it to the next level," says Tariq Farid, founder and CEO of Edible International, LLC. "This campaign helps us bring our goal of spreading goodness through variations of the ibles we offer as we increase the variety of our treats. We are dipible, shareible, sipible, and so much more. I look forward to sharing that message with this campaign."
"The objective of our campaign is to re-establish an emotional connection with consumers," says Steve Thomas, Senior Vice President of Brand Strategy Edible®. "Our brand is emotional- fruit and chocolate make people happy. We know they celebrate major life events with us, now we want to give them options for smaller, more everyday events. Part of that is treating themselves too- which is why we are resourcing strongly against our smaller, treat products. We want to invite consumers everywhere to be our guest at our stores, try our products and come back often. A great experience awaits."
Welcoming the first days of warm sunshine, Edible's on-the-goible is a fun way to celebrate summer with bite-size, chocolate-dipped apple or strawberry fruit cones. Guests will also find that Edible products are shareible, offering brightly colored pineapple drip cakes (fresh pineapple dipped in real chocolate and decorated). We're shareible, helping to celebrate everyday victories with FruitFlowers bouquets that come in brightly colored coffee mugs. Edible products are even sipible with all-natural fresh fruit smoothies like strawberry pineapple banana and pineapple kale.
The Edible is Lovible campaign began on May 1 with a national billboard campaign and will run throughout the summer.