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.