Edible Arrangements® | Tajín® Brand Collab
We aren’t the first to put Tajín on fruit … just the best. Teaming up with this rising household name, we capture a new audience with quiet, hair-raising, sensory verbiage that complements loud, micro-shot imagery in a way that feels new, exciting, and sense-tingling.
Goal: Garner the attention of new/younger demographics to think of Edible Arrangements as an innovative and relevant brand.
BRIEF
Situation Analysis
Sweet and spicy flavor trends are on the rise — from crazy mash-ups trending on social to subtler combinations on menus across the country. Edible Arrangements has teamed up with one of the drivers of this cultural phenomenon, Tajín, to create an unexpected yet on-the-pulse product line not only to drive sales, but to insert Edible Arrangements directly into organic conversation.
Current Perspective
Pfft, I know Edible Arrangements. They’re those tacky things my mom was obsessed with in 2002 and that’s it!
The Problem
Edible Arrangements and it’s current customer base is old, or dusty, as our audience for this campaign would say.
The Promise
To redefine the brand for unharnessed demographics through an on-the-pulse brand collaboration with one of the trendiest household names of today.
Call-To-Action
To the Gen Z and Millennial generations to consider Edible as a go-to gift, treat, and hosting hack (and not just some dated throwback).
Launch Campaign Materials
PICTURED
Paid social assets, webpage content, and display ads.
Product Copy
Working with Edible and Tajín’s copy guidelines and no-no’s, I detailed our new product lineup for our product listing page.