9Rooftops | Agency Profile, Contacts, AOR, Client Relationships

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Millennial, Gen-X Opps: Edible taps marketing chief (Score 49)

Sales lead: This hire will affect the company's marketing strategy & agency roster. 

• Edible hired Kevin Keith as CMO, effective January 2023.
• Keith most recently served as chief brand officer of Orangetheory Fitness.
• We told you about Edible's marketing VP departing last year. 

Edible's target demographic: Millennials & Gen-Xers

The company will likely:

• Continue increasing ad spend
• Experiment with new ad channels
• Review current agency roster/hire additional assistance

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Edible spent approximately $1.3m on national TV ads YTD, a 19% decrease from $1.6m spent in this channel during the same time period of 2022.  
• 2021-2022 spend: Full-year spend increased by 38% from $4m in 2021 to $5.5m in 2022. 
• Ad programming: It placed ads during programming such as South Park, Tucker Carlson Tonight, Gunsmoke, The Simpsons, and Forensic Files. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Edible spent about $960k on digital display ads YTD, a 22% increase from $787.1k spent in this channel during the same time period of 2022. 
• YTD data: 109m impressions via Facebook (41%), YouTube (32%), and Instagram (32%). 
• 2021-2022 spend: Full-year spend jumped by 68% from $3.1m in 2021 to $5.2m in 2022.
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, and instagram.com. 

Additional channel insights  

• Vivvix: Edible also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: Reach out to the new CMO now to be top-of-mind. 
• Current roster: 
  • The Tombras Group: creative & media AOR
  • 9Rooftops: media buying & planning

Insight Sources: Broadcast insights estimated by Vivvix.