Edwards Desserts

Own The Occasion

Friendly Competition

Edwards Desserts reigns as champion of the dessert table.


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Challenge

Edwards Desserts makes decadent, ready-made frozen pies. Most people, however, only consider pie around the holidays. We wanted to change that, by redefining “pie-worthy” occasions and revitalizing the brand with a bold and cheeky campaign to coincide with a new packaging launch and persuade consumers to buy at least one more pie per year.


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Idea

Position the brand as the champion of the dessert table. Because the dessert table at any get-together is truly a competitive sport. We’d maybe never say it in so many words, but no one wants to do the leftovers walk-of-shame. And an Edwards Dessert is an easy win—convenient and irresistible.

So own the occasion. Bring the sweet.


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