Edwards Pies
Only one influencer in the world had the pie-loving cred to launch the Pie Lovers Unite campaign. And we got him—and told him to keep his, uh, hands off the pies.
Who better than Jason Biggs, star of the most unforgettable pie scene in movie history, to unite pie lovers everywhere? Especially when your target audience is millennials and Gen Xers who grew up with the film. As Jason likes to say, it was a partnership 24 years in the making. And to celebrate this nostalgic moment, Edwards and Jason launched a limited-edition pie just in time for the Fourth of July—after all, there’s nothing more American than pie, right?
Apple Pie is so 24 years ago.
Inspired by Jason’s favorite flavors, the limited-edition pie was aptly named Pie Lovers Passion Fruit, and dropped right before the Fourth of July.
We went there. And the media and fans ate it up.
197 earned media placements, including 50 minutes of broadcast TV coverage.
“Give the marketing team a raise”
Two million social engagements, including some marketing compliments that made us blush.
3B+
Biggs-time Results
Earned impressions
+2,300%
Average Instagram engagement rate
Positive sentiment
10%
Increase in sales