Edible has awarded its creative advertising and media accounts to Knoxville-based Tombras after a formal review. The company had previously worked with T3 which it hired as its lead agency in 2019 but more recently had been working with agencies on a project basis, according to a rep.
The company spent an estimated $20 million on media last year.
The review followed a surge in business for the Atlanta-based franchise chain that specializes in fresh fruit arrangements.
The company said its U.S. sales surged 70% last year from April to June as the pandemic was intensifying across the country. The company wanted to find a new agency partner to help sustain its momentum.
Tombras is working on a campaign for Edible that will include national broadcast, OTT and digital components. The work will position Edible as an everyday treat and not just a gift for special occasions.
Somia Farid Silber, vice president of eCommerce at Edible cited Tombras’ “vast experience in bridging creativity and data” as part of what makes the agency a good fit. “We look forward to continuing our brand evolution with Tombras to make Edible a one-stop-shop for all food gifting and treating needs,” Silber added.
The company has more than 1,000 stores across the country.
Other recent wins for Tombras include American Cancer Society, Big Lots, Mozilla, and Pernod Ricard's American Whiskey portfolio.