Edible Arrangements. Launches National TV Ad Campaign

Edible Arrangements International, Inc.®, the industry leader of high quality, artistically designed fresh fruit bouquets, is embarking on a national media campaign including the company’s debut in national television advertising with the first flight to begin later this month. The focal point of the campaign is the new tagline— "Edible Arrangements Makes Any Occasion Special"— reinforcing the company’s message that Edible Arrangements fresh fruit arrangements are ideal for special occasions or everyday events.  The new campaign also defines Edible Arrangements fresh fruit arrangements as the perfect choice for consumers seeking a fresh, healthy and beautiful gift for any occasion. The television ad campaign will be supported by national print and online media.

The 30-second spots, an integral part of the company's branding strategy, will have broad reach on targeted cable outlets such as E!, Oxygen, Food Network, Lifetime, The Style Network, SOAPnet and HGTV. Program placement will include Iron Chef, Ellen, ER, Law & Order, CSI Miami and House Hunters, among others. A schedule of advertisements will also run in high profile syndication on such shows as Will & Grace, Friends and Two & A Half Men. Spots will appear on targeted cable outlets as well as early morning network programming on ABC. The company will also continue its extensive national print campaign in leading women’s lifestyle, home entertaining and health publications and increase its existing online presence.

The new TV spots, created by Hot Dish Advertising in Minneapolis and placed by media buying agency MediaCom NY, kicks off on February 24th during E!’s Red Carpet Academy Awards Special and will air for four weeks through March 23rd, 2008. The second flight is planned for later in the year. The creative reflects a two-pronged approach: showcasing the product in a lifestyle situation/environment while also depicting consumer's emotional response to the product.

"Becoming a network television advertiser is significant for us on several fronts," explains Stephen Thomas, VP of Marketing for Edible Arrangements International, Inc. “After looking at a variety of media options, we concluded that TV is the ideal vehicle to communicate the visual impact of our product.  The unique attributes of Edible Arrangements products which include quality and freshness are reinforced to the viewer along with the message that we are the only choice in fresh fruit arrangements.”

Another key initiative in 2008 is the company’s new Kids & Kids at Heart Collection by Edible Arrangements™. The kid-themed line of licensed character fruit bouquets appeals to parents’ nutritional objectives and to children’s interests and features well known characters from six highly recognized national entertainment brands including Disney, Nickelodeon, HIT Entertainment, 4 Kids Entertainment, Sanrio, Inc. and Sesame Street. Popular characters include Disney princesses, Mickey Mouse Clubhouse, SpongeBob SquarePants, Dora the Explorer, Thomas the Tank Engine, Teenage Mutant Ninja Turtles, Hello Kitty, Elmo, Cookie Monster and Big Bird.

About the Products
Arrangements are guaranteed fresh and are available in a variety of sizes and range in price from $45 to $200.  Each arrangement is made to order and can be customized with a variety of all natural fudge sauce, plush teddy bears, and special Mylar balloons for almost every occasion.  All ingredients are natural and no preservatives or sweeteners are ever used.  Arrangements can be picked up or delivered to your door from a local Edible Arrangements store.

About Edible Arrangements 
Edible Arrangements International, Inc. is the industry leader of high quality, artistically designed fresh fruit bouquets that resemble their floral counterparts. Founded in 1999 in East Haven, Connecticut, Edible Arrangements® was named by Inc.® and Entrepreneur® magazines as one of the fastest growing Franchises of 2006 and 2007and one of the top Franchise systems in Entrepreneur® Annual franchise 500® magazine in 2007 and 2008. With 699 operating stores and 111 new stores opening soon, Edible Arrangements® is rapidly expanding franchises across the United States, Canada, Puerto Rico, the United Kingdom, Dubai and other international markets. Arrangements may be ordered by telephone through our nationwide call center, on the customer website or at one of our retail stores.  Edible Arrangements® launched its first national television campaign in February 2008 and introduced the Kids & Kids at Heart Collection by Edible Arrangements™, its signature line of children’s arrangements featuring iconic children’s characters such as Mickey Mouse, SpongeBob SquarePants, Hello Kitty, Big Bird and Thomas the Tank Engine, in January 2008.