• by Nina Lentini  @Nina_Lentini, March 15, 2007

Two years ago, Edible Arrangements was spending just over $1 million a year to market its line of handmade fruit bouquets. This year, as it launches its first TV ads and goes global, the company plans to nearly ten times that amount.

National ad spend in the years since the Wallingford, Conn.-based company was formed in 1999 had mostly gone to magazines, with franchisees doing their own local radio spots. Last year, Edible spent $4.9 million, according to Nielsen Monitor-Plus.

The spike in ad spend this year will support Edible's global expansion, to the U.K., Canada and Puerto Rico.

The new TV spot will be 30 seconds of brand ambassador Mike, who sends fruit bouquets to anyone in order to visit with them and share the wealth. He sends arrangements to neighbors for having the best lawn, the best dog, etc. It's the first of several spots that will break in New England next month in the lead-up to Mother's Day in May.

The spots will go into national markets where Edible has a presence. Currently, it has 464 retail stores worldwide. Last year, Inc. magazine named the company one of the Top 25 fastest-growing, privately owned concerns in the U.S. Revenues stand at $50 million.

The new TV and print ads come from Hot Dish of Minneapolis and will put edible fruit up against traditional gifts for Mother's Day, on which Americans last year spent $13.8 billion, according to the National Retail Foundation.

Mother's Day targeted print will maintain the lighthearted style. Ads in such publications as Oprah, Martha Stewart Living, Bon Appetít and Domino include text: "Thanks for my incredible good looks." Tag: "Edible Arrangements makes any occasion special."

Edible Arrangements also plans to ramp up its Internet presence as general online retail sales enjoys double-digit growth.