WALLINGFORD, Conn., April 24, 2012 /PRNewswire/ -- In a dramatic change from the company's traditional product-focused commercials, Edible Arrangements® has teamed with internationally-recognized foodscape artist Carl Warner and Stern Advertising to take a fresh approach to its advertising.
The result, scheduled to launch April 28 in advance of Mother's Day, is a magical world in which fruit and art collide; where mom's mailbox is mango and her cozy home sits nestled next to a grove of pineapple hearts as an orange butterfly floats by.
"We didn't want just something new. We wanted to make a quantum leap and create a visually stunning campaign that would begin building a brand personality beyond just presenting our products," said Steve Thomas, chief marketing officer at Edible Arrangements International, LLC. "We are convinced we have done that."
That leap included bringing in London-based artist Carl Warner, who is known for his elaborate, realistic-looking foodscapes.
"Because Edible Arrangements is such an inherently creative product, we wanted to come up with something that lived up to the product's promise," said Stephen Romanenghi, executive vice president and executive creative director at Stern Advertising. "They've taken fruit and turned it into something really creative and wonderful."
Edible Arrangements and Stern joined forces in late 2011. This is their first advertising collaboration, geared to enhance the Edible Arrangements brand by connecting emotionally with consumers in a new way.
Thomas says that as soon as the Stern Advertising execs presented Warner's portfolio, he knew Edible Arrangements had its new advertising direction. Warner's artistic ability to transform food into elaborate, stunning landscapes was a natural fit for Edible Arrangements, which started as a family business in Connecticut and now has more than 1,000 stores operating worldwide.
"The second we looked at his website, we all said, 'this is the perfect guy.' He's really the only person who could have brought this campaign to life," says Romanenghi. "He took our initial idea and just ran with it, which is exactly what you want."
Each commercial also highlights one of four franchise owners who were selected to depict how Edible Arrangements store owners and staff make the magical fruit creations come to life every day.
The first commercial will feature franchise owner Brandy Kramer of Barrie, Ontario, Canada. Three other franchisees to be featured later this year include, Judy Annunziata, who owns three New York stores; German Pao of Miami; and Vanessa Cianciulli with a store in South Carolina, another in Georgia and a third Georgia location opening soon.
The commercials, which each took from 12 to 14 hours to shoot with a stop-motion camera, are scheduled to air throughout 2012 on national cable and select broadcast networks in the US and periodically on local TV in Canada.
About Edible Arrangements
With over 1100 locations operating or under development worldwide, Edible Arrangements International, LLC. is the leading purveyor of delicious, high quality, artistically designed, fresh fruit arrangements that are practical and healthy gifts and centerpieces for everyday occasions and events. Brothers Tariq and Kamran Farid developed and launched the company in 1999 in East Haven, CT, after many years in the floral industry. Edible Arrangements stores are located in the United States, Canada, Puerto Rico, Saudi Arabia, the United Arab Emirates, Kuwait, Qatar, Bahrain, Italy, Turkey, Hong Kong, Jordan, Oman, India and China. The company has been recognized as an industry leader since its inception, including ranking first in its category in Entrepreneur Magazine's annual "Franchise 500" for the past five years and also placing in Entrepreneur's top 40 of "Fastest Growing Franchises" and "America's Top Global Franchises." Edible Arrangements was the winner of the ICSC's 2010 Hot Retailer Award and the company has also ranked in Inc. Magazine's top 5,000 fastest growing privately-held companies for seven consecutive years, named one of Forbes Magazine's 2012 "Top 20 Franchises For The Buck" and was recently named one of Inc's "10 Promising Franchises for 2011." More information about Edible Arrangements and Edible Arrangements franchise opportunities is available at 1-888-727-4258 or online at www.eafranchise.com.
SOURCE Edible Arrangements