Edible, formerly Edible Arrangements, has selected Knoxville-based Tombras as its creative and media agency of record following a review that started last year and resumed this spring, following a pandemic-induced pause.
Edible met with several agencies as part of the review, including Doner, according to a person close to the situation. Doner referred to Edible for comment.
Edible was seeking a partnership to help capitalize on last year’s momentum, where U.S. sales were up 70% from April to June following consecutive years of double-digit sales declines, according to a Franchise Times article posted in January. Edible had spent $13 million on total media and $9 million on TV in 2020, according to a report by Kantar.
“Tombras’ vast experience in bridging creativity and data makes them the perfect AOR for Edible,” Somia Farid Silber, VP of eCommerce at Edible told Ad Age. “After a record-breaking sales year, we are excited to use the momentum we have to continue transforming both Edible’s strong digital presence and retail experience. We look forward to continuing our brand evolution with Tombras to make Edible a one-stop-shop for all food gifting and treating needs.”
Tombras’ first campaign, for the 20-plus-year-old company, which will consist of national broadcast, OTT, and digital advertising, will focus on making Edible top of mind for consumers when it comes to everyday gifting.
The pandemic provided a tailwind for Edible, but as the country seemingly turns the corner, Edible has managed to hold onto 90-95% of its sales gains from last year, says Scott Wakeman, executive VP of operations for Edible.
“Edible has always been iconic for the big gifting occasions, but we’ve greatly expanded our offerings and want to let people know that we’ve now got products for every occasion ... and even for no occasion at all, when you want to just treat yourself,” Wakeman says.