Havas Worldwide Eats Up Edible Arrangements Account

Perhaps they will send a fruit bouquet as a thank-you. Edible Arrangements has named Havas Worldwide New York as its new Integrated Agency of Record. 

Havas Worldwide will produce traditional and digital campaigns and work on brand strategy for the fresh-fruit gift company, including a new campaign later this year. Agency executives decline to discuss upcoming strategy, but it is likely to focus in part on the craftsmanship of Edible Arrangements’ franchisee teams.

“Havas Worldwide combines the keen consumer insights, creative imagination, and digital savvy necessary to support our growing global brand,” said Rob Price, president of Edible Arrangements. “Most of all, they are genuinely passionate about our business and the success of our talented franchisees.”

There was no formal review. Havas was originally hired to handle some projects for the retailer in 2014. Then after having completed these initiatives at the end of the year, Edible Arrangements decided to hand its entire creative account to the agency. 

Still, Edible Arrangements has rotated through many different agencies in the past few years. In 2012, for instance, Stern Advertising handled creative while MediaCom served as its media agency. Then in 2013, the company named The Richards Group as its creative advertising agency, and Horizon Media as its media agency of record. Media responsibilities will remain at Horizon Media. 

Edible Arrangements spent $11.35 million on advertising between January and September 2014, according to Kantar Media. Annually, the company spent $22.52 million in 2013, $28.89 million in 2012, and $32.08 million in 2011.

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