Creating a new way to birthday beyond cake + candles


Brand Activation

A new way to birthday

After primary consumer research revealed that cake was no longer the star of Millennial birthday parties, Edible and broadhead delivered a new way to celebrate with Edible’s portfolio of products. On the brand’s 20th birthday, broadhead crafted a Pinterest-worthy social media event at New York City’s iconic Tavern on the Green, reaching nearly a million people in one day through social and traditional media sharing alone. The agency created a room full of #NewWayToBirthday inspiration without a single traditional cake or candle — instead offering a mouthwatering tablescape displays transformed the edible product showcase and inspired new ways to light a room.

Millennials were hungry for more than just cake when it came to birthday parties, so Edible delivered a new way to celebrate at their own 20th birthday bash
Woman taking a photo at Edible's 20th birthday experience
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