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.