Gift delivery brand Edible rescues you from the awkwardness of life in new comic spots

The work is meant to appeal to younger customers and bring awareness to new products

Published On
Oct 16, 2023
Woman eating brownies alone

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The latest campaign from Edible (the company formerly known as Edible Arrangements) is looking to appeal to Gen Z. The company, known for its cut fruit arrangements, is looking to expand customers’ perceptions of when they can order fruit, brownies or cupcakes.

“We wanted to reset people’s perceptions,” said Kevin Keith, chief marketing officer at Edible. “Gen Z is very digital and into gifting for each other, and they want it fast.” 

The brand’s newest campaign, made in-house in partnership with Hone, aims to expand customers’ sense of when a situation merits ordering an Edible product. The ads focus on annoying or awkward moments, with people rewarding themselves for getting through them with an order of brownies, cupcakes or chocolate-dipped fruit, now all delivered in under an hour.

The tagline for the new campaign: “There’s an edible for that.”

The first spot features a woman listening to an uncle rant about his extreme opinions and wild ideas during a holiday meal.


“It is meant to have that tongue-in-cheek sense of humor,” Keith said of the work. “We wanted to add some emotional moments that aren’t always weepy. There can be everyday moments where you engage in gifting, even for yourself.” 

Another spot shows a woman arriving for a date, only to realize he looks nothing like his profile picture.


A shorter clip highlights parents sitting through a terrible piano recital.


The spots were directed by Ben Hurst and Dave Thomas of Community Films, and will run on social media, digital, linear TV and online. 

The campaign will also kick off a refresh of Edible’s visual identity, with packaging, logos, stores and the website being updated in 2024, in time for the brand’s 25th anniversary.


Oct 16, 2023
Client :
Edible Inc.
Agency :
President :
Somia Farid Silber
Kevin Keith
Director Brand Marketing :
Lindsey Servold
Associate Director of Creative Services :
Rhonda Mitchell
Designer :
Sara Ramones
Designer :
Anita Csonka
Production Associate :
Yeshi Lochoe
Product Developer :
Kristen Bango
Integrated Content Marketing Manager :
Christin Singh
Senior Content Manager :
Ashton Pike
Co-Head of Production :
Matt Mattingly
Managing Director & Partner :
Heather Bell
Account Management & Strategy :
Doug Engel
Creative Director :
Patrick Maravilla
Creative Director :
Brandt Lewis
Producer :
Laura Hockstad
Business Affairs :
Jill Davis
Production Company :
Community Films
Co-Director :
Ben Hurst
Co-Director :
Dave Thomas
Director of Photography :
Munn Powell
Production Designer :
Sandy Bee
Executive Producer :
Lizzie Schwartz
Executive Producer :
Carl Swan
Head of Production :
Chris Spanos
Producer :
Duff Rich
Line Producer :
Amy Rich
Editorial :
Hero Studios
VFX & Finishing :
Andrew Pope
Editorial :
Jeff Jay
Editorial :
Dan Aronin
Editorial :
Evan Goodell
Executive Producer :
Molly Baroco
Color + Sound :
Senior Colorist :
Siggy Ferstl
Sound Designer :
Erich Netherton
Senior Producer :
Matt Moran
Producer :
Brian Anderson
Music :
Endless Noise
Partner & Creative Director :
Dave Chapman
Animation :
My Active Driveway
Animator :
Steve Choo

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