Edible “Donut Tree”


Havas Formula + Edible Arrangements
Product Launch


5%

Increase in Sales


461,000,000

Earned Media Impressions


150

Earned Media Placements

Challenge

How does a fruit basket brand introduce their new product and drive purchase in-store?

Solution

  • Press
  • Trade Show Booth / Exhibit

By disrupting National Donut Day! Havas Formula built and placed an 18-foot apple tree in the heart of New York City’s Oculus. To showcase the newest treat–and our harvested not fried narrative–donut pickers handed out samples and educated passersby. We also seeded media and influencers making the activation deliciously newsworthy!

Results

  • 5% Increase in Sales
  • 461,000,000 Earned Media Impressions
  • 150 Earned Media Placements

• 72,981 total donuts distributed across the U.S. that day
• 5% lift in store sales
• 25 total influencer posts
• Over 1.2 million influencer impressions
• 150 total media placements
• Over 461 million media impressions

Edible Arrangements

The Client
Edible Arrangements

Food Products
~90 Employees
Havas Formula

The Agency
Havas Formula

Johnson City, New York
~236 Employees