Edible Arrangements® | Economy Response Campaign
In response to the ebb and flow of the 2025 economy, value messaging justifying price points is essential for conversion. Identifying and breaking down the five main reasons to believe (RTBs) for Edible Arrangements is where we start, and a full-fledged campaign of paid media assets with unique treatments for each message is where we end.
Goal: Highlight all the ways Edible delivers against consumers’ perceived value with our 25 years of category experience.
BRIEF
Situation Analysis
Given the current economic headwinds (tariffs, trade war, inflation, and the drastic drop of consumer confidence (CCI), etc.), consumers are becoming significantly more price conscious.
Current Perspective
Edible Arrangements is a pricey purchase that’s hard to justify in this economic climate.
The Problem
There’s been an increase in current lapsed customers and a dip in new customer consideration even though brand awareness is still high.
The Promise
Remind current customers and educate new customers on the RTBs in Edible Arrangement’s convenience, confidence in the market, product range, prices, and customer service.
Call-To-Action
Consideration and ultimately conversion to online purchases.
Messaging Matrix
As a copywriter, this is the pearl of this campaign in my eyes. Given the chance to redefine how we (Edible Arrangements) talk about ourselves, I took it and ran. This messaging matrix lives on beyond this specific campaign to inform all foreseeable future assets across email, paid social ads, web assets, sales materials, and more.
Iconography Study
Then, we took the above and digested it into beautiful, bite-sized bits for customer-facing materials like email, along with my suggestion to add it to our About Us webpage.
Paid Social Materials
Highlighting specific RTBs from the matrix above (and sometimes pairing two or three up in one asset), we selected one of the three concepts/executions from the initial deck that would best complement each message.