Based on Edible Arrangement’s minimalistic rebrand and dropping of the word “Arrangements,” it’s clear they want to draw in a young and hip audience.
But when young people hear “Edible,” their first thought isn’t our brand - it’s cannabis. So, let’s lean into our name and leverage the mental associations young people have about edibles to Edible’s advantage.
OUR LOGO
The logo blends subtle psychedelic elements with Edible’s existing logo to create one cohesive block. The rich brown color evokes an immediate association with chocolate.
OUT OF HOME
We shot the imagery for our out of home advertising ourselves with a homemade set.
We chose a subtle white backdrop and classic glass and ceramic pieces so the elegance inherent to the brand would not be not lost with the addition of cannabis.
The copy hits on cannabis’ positive associations that can become associations with our brand -
making our delicious food taste even better, feeling euphoric, and sparking creativity.
PARTNERSHIP
To make a space for our brand in the heavily saturated cannabis industry, we’ll collaborate with a company that epitomizes classy cannabis culture, Houseplant.
Created by weed legend Seth Rogen, the brand creates thoughtfully designed cannabis products and home goods for cannabis users who want a superior marijuana experience.
EXPERIENTIAL
We're doing a movie marathon takeover at the classic Alamo Drafthouse - already a bar, restaurant, and cinema all at once,
what better place to hike up the movie theater experience one more level?
We’ll showcase classic stoner flicks starring Seth Rogen to promote our collaboration and the Edibles by Edible launch.
On social, we’ll have the stars of the featured films create short videos getting high and designing and eating their own arrangements to promote the event.
By taking over the theater’s concession stand, we’ll give classic movie snacks an Edibles twist.
Audience members can also purchase Houseplant items arranged with Edibles on-site.
Houseplant x Edibles Collection
EARNED MEDIA
DIGITAL
Our collaborative Edible x Houseplant microsite enables customers to shop Houseplant products and associated Edibles by Edible arrangements.
Art Director: Emma Michelson
Copywriters: Laura Rouw, Jarrod Baltikauskas
Copywriter: Lisa Fernández Miller