The frozen-pie category is a seasonal business, with the bulk of pie sales occurring in November and December. Edwards Desserts, the maker of indulgent thaw-and-serve crème pies, tasked us with creating an idea to capture the hearts of consumers, keeping Edwards top of mind amid declines in the frozen-pie category during the busy holiday season.
Our challenge: Position Edwards Desserts as a lifestyle brand, expanding editorial opportunities beyond the food pages to drive awareness, interest and coverage.
Edwards Desserts has a passionate fan base that loves talking about the brand. We showcased this authentic love and made Edwards’ biggest fans the talks of their towns by hosting experiential community events in their honor, in their hometowns.
The first Edwards Town Takeover took place in Winchester, Kentucky withsuper-fan Tami Dunn, who has been unboxing Edwards crème pies on her YouTube channel for years. We kicked off December with a second Edwards Town Takeover in Georgia, sharing the love with super-fan Shavalerie Thurman, who has served the brand’s crème pies at Sunday dinner for a decade.
Additionally, to reach new consumers and move Edwards Desserts beyond the freezer aisle into pop culture, we created limited-edition, dessert-inspired merchandise and launched an online store: EdwardsHolidayShop.com. Dubbed “Edwards’ Confection Collection,” the merchandise line featured 13 pieces, ranging from home goods, premium apparel and beauty products.
We surpassed our earned impressions goal by 146 percent, generating more than 776 million earned impressions. Items from the Confection Collection received national earned media coverage in gift guides of 2018: HelloGiggles, Bustle, Chowhound, Medium, Reader’s Digest, Ask Men and Food Network to name a few.