Edible Arrangements specializes in fresh fruit arrangements, combining the concept of a fruit basket with designs inspired by flower arrangement. After skyrocketing success with their traditional arrangements, the company expanded into other specialty fruit gift items, such as gift boxes featuring chocolate dipped fruit and other fresh fruit products.

Ahead of the holiday season, Edible Arrangements contacted Radius for help promoting their holiday selection in the Midwest. Edible Arrangements was already well-known in the market for birthdays and other special occasions, but the brand wanted consumers to also associate their products with the Christmas giving season.

Much of their recent marketing efforts in the region were targeted at businesses, hoping to encourage the purchase of their arrangements for clients and other business relationships. However, Edible Arrangements lacked efforts to encourage consumer holiday gift-giving

To reach the key audience of individual Midwest consumers, Radius deployed an online advertising strategy through Facebook and Instagram. Our team captured Edible Arrangements’ products through engaging video and vivid photography, using the content to design ads that grabbed consumers’ attention and stood out in their social feed. We paired the strong imagery and video with short, yet compelling calls to action in hopes of driving online purchases.

Once the ads were created, Radius used A/B testing to constantly modify and improve both our creative designs and targeting metrics. This strategy allowed us to keep CPC much lower than the standard banner ads Edible Arrangements had used for years prior, giving the brand a larger and more impactful bang for their buck.