Edible Arrangements Shifts to New Shops

Creative, media accounts land at Richards, Horizon

The shifts came after a series of credentials meetings.

Edible Arrangements has turned over its creative and media agency relationships.

Succeeding Stern Advertising on the creative business is The Richards Group in Dallas. At the same time, Horizon Media in New York is replacing MediaCom on media planning and buying.

Horizon and Richards "not only are considered leaders in the advertising and marketing industries, but [also] they share our entrepreneurial mindset and business philosophy," said Edible Arrangements CEO Tariq Farid, in a statement.

The shift came after a series of credentials and chemistry meetings between the agencies and executives at Edible, which is based in Wallingford, Conn.

Edible spent more than $30 million on media in 2012, according to Kantar. The bulk of that—$25 million—was spent on television.

The company has about 1,100 franchise locations open or under development. Edible sells gifts in the form of fruits and chocolates that are arranged to look like flowers.

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