Edwards Pies
Who better than Jason Biggs, America’s biggest pie lover, to unite pie lovers everywhere?
The Edwards Pie Lovers Unite campaign sought to bring people together around their love of pie. So, leaning into relatable 90’s humor, we used Jason Biggs to launch a limited edition Pie Lovers Passion Fruit pie. People could get their hands on it—with an emphasis on “hands”—at PieLoversUnite.com just in time for the Fourth of July. Because there’s nothing more American than pie, right?
Watch the spot below.
Biggs-time Results
3B+
Earned impressions
+2,300%
Average Instagram engagement rate
99.9%
Positive sentiment
10%
Increase in sales
The campaign video was used across earned, paid and social media channels, including Jason’s and Edwards’ TikTok and Instagram accounts, giving pie lovers the chance to win a limited edition pie.
Watch the full case study below.
Apple pie is so 24 years ago.
Inspired by Jason’s favorite flavors, the limited edition Pie Lovers Passion Fruit pie dropped right before the Fourth of July.
Edwards went there. And the media and fans ate it up.
No big TV ad buys or digital budgets. Videos posted to Jason's and Edwards' social channels quickly spread to screens across America.
Pass the pie.
More than two million reactions, comments and shares across social netted a 99.9% positive sentiment for the Edwards brand and campaign content—nearly unheard of in today’s social media environment.
