Edwards Desserts

Pie Lovers Unite

There’s nothing hotter than frozen pie.

How could Edwards® Desserts, America’s leading purveyor of frozen crème pies, grow their audience of Gen Xers and Millennials? By serving up some deliciously funny nostalgia with America’s Biggest Pie Lover, Jason Biggs. Rated PG, of course.

The #PieLoversUnite campaign launched with a limited-edition pie inspired by Jason’s favorite flavors. Aptly named Pie Lovers Passion Fruit, the pie was exclusively available at PieLoversUnite.com just in time for the Fourth of July. After all, there’s nothing more American than pie, right?


3 Billion+

Earned impressions


Positive sentiment


Average Instagram engagement rate


Increase in sales

Paid, earned and social content was met with rave reviews and broke every performance metric—from impressions to web traffic to even newsletter sign-ups—by 30 to 50 times, all while leaving our audience hungry for more. What’s next for Edwards and Jason Biggs? You’ll have to wait for the sequel.