Own The Occasion
Edwards Desserts reigns as champion of the dessert table.
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.
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.