Tombras Brings a Sweet Touch to Edible's Mood Boosting Spot

Tombras and Edible’s campaign Be Sweet Today was brought to life by new AOR, Tombras.

Edible is a fast-growing national retailer with 1,000 locations, and a substantial ecommerce business. The brand looked to Tombras to help continue its growth and expand usage occasions for its freshly made fruit bouquets and flowers, baked goods, gourmet chocolates, smoothies and more. 

Tombras began by developing a new brand platform, Be Sweet Today, and from that the first campaign of the same name effort emerged. At its core, the campaign encourages consumers to consider everyday gifting, which the brand views as a tentpole message that will push it beyond the holiday and special occasion gifting it has long been known for.

“Our goal is to establish Edible as a brand for everyday gifting, whether it’s a treat for a friend or colleague, family member, or yourself,” said Somia Farid Silber, VP of eCommerce at Edible. “Be Sweet Today accomplishes that with energy and brightness that perfectly matches the way our products make you feel, whether you’re giving or receiving them.” 

To build on everyday gifting, Tombras leaned into research that found when people think of doing something generous, it boosted their mood. This insight opened the door to develop the campaign launching today. 

“Gifting always feels good, it’s a fact of life we all intuitively know and understand, but so often we limit ourselves to specific days on the calendar when gifting is somewhat predictable,” said Dooley Tombras, president at Tombras. “Edible has the ability and goods to create more moments for its customers to be sweet and share sweetness. What better way than with an uplifting, vibrant campaign that shows off the entirety of this world they’ve created.”  

National broadcast, digital and social plans for ‘Be Sweet Today’ go live at the end of August and will run through late November, when a refreshed holiday campaign will take over. 

To direct the work, Tombras sourced director Drew Kirsch from Tomorrow, who has directed for Taylor Swift and Charlie Puth among others. The campaign’s song, titled Deliver That, was written specifically for the campaign.