Edwards Pies
What happens when you team up with Jason Biggs to unite pie lovers everywhere? More than three billion earned impressions, millions of social shares and engagements, and record-breaking sales.
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?
Watch the case study video below.
Results
3B+
Earned impressions
+2,300%
Average Instagram engagement rate
99.9%
Positive sentiment
10%
Increase in sales
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.
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.
