The frozen pie category is seasonal, with most sales occurring in November and December. Edwards Desserts wanted to keep its indulgent creme pies top of mind over the holiday season.
Edwards' passionate fans love to talk about the brand. We showcased this authentic love by staging Town Takeovers in the hometowns of two superfans and serving free pie slices to their entire communities.
In Kentucky, we held a Town Takeover for a superfan who showcases Edwards pies on her YouTube channel. A second Town Takeover in Georgia honored a fan who has served Edwards pies at Sunday dinners for a decade.
Taking Edwards further into pop culture, we created limited-edition dessert-inspired merchandise dubbed the “Edwards Confection Collection,” and launched an online store featuring home goods, premium apparel and beauty products.
Sweet results: Edwards ate up a bigger piece of the media pie with 776M earned impressions and Confection Collection coverage in top holiday gift guides.