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OBJECTIVES:

Develop a compelling consumer PR campaign to counteract the competitive launch of the 1-800-Flowers Fruit Bouquet

STRATEGY / TACTICS:

HEALTH AND HAPPINESS AWARENESS

Create a NYC-based experiential PR stunt that drives consumers nationwide and online to take the “Pledge of Health & Happiness” in peak summer fresh fruit season

Developed a viral call-to-action asking Americans to sign the “Pledge of Health & Happiness”- a challenge to eat at least one half plate of fresh fruit and vegetables per day for the rest of the summer 

Utilized street teams in NYC to sample Edible Arrangement’s Pineapple Pops and drive consumers into local stores to take the pledge

LEVERAGED MYPLATE

Leveraged the USDA’s new food icon, MyPlate, and its updated recommendation that one half of a person’s daily food intake should consist of fresh fruit and vegetable.

    TOP RESULTS

    PLEDGE CAMPAIGN A HIT WITH PUBLIC

    More than 69,000+ people took the pledge including high profile media personality Robin Roberts Good Morning America and influential magazine editors Lindsey Benjamin, All You and Kelley Carter, Real Simple

    52,659 Pledges via online/Facebook

    885 Pledges via in-store

    INCREASED SALES AND IMPRESSIONS

    Campaign generated a 12% spike in sales during campaign timeframe

    Program generated 27 million media impressions

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