# Film-Inspired Dessert Campaigns EDWARDS® Desserts Has Collaborated with Actor Jason Biggs By Kalin Ned | Published 2024-06-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/jason-biggs References: [prnewswire](https://www.prnewswire.com/news-releases/jason-biggs-and-edwards-desserts-serve-up-a-slice-of-american-pie-to-celebrate-the-iconic-films-25th-anniversary-302170172.html) The new collaboration between EDWARDS® Desserts and [actor Jason Biggs](https://www.trendhunter.com/trends/jarlsberg-and-adrian-grenier) has resulted in the Pie Lovers Unite campaign — a marketing initiative spotlighting the brand's products while paying homage to the [25th anniversary of the film](https://www.trendhunter.com/trends/california-pizza-kitchen-40th-anniversary) 'American Pie.' The campaign involves a playful reenactment of the [iconic pie scene](https://www.trendhunter.com/trends/pieinspired-doughnuts) from the movie, with a family-friendly twist. In the new scene, titled 'The Repeat,' Jason Biggs finds himself in a familiar situation, but this time as an understanding father, resulting in a humorous yet wholesome moment. Jason Biggs expressed his enthusiasm for reimagining the scene: "Not a day goes by where fans don't bring up the pie scene, so it only seems fitting that 25 years later, I'd get a chance to sit on the other side of the table and play the understanding dad – albeit in a much sweeter scenario. I loved reimagining this scene with EDWARDS Desserts and I hope fans will eat it up." Image Credit: EDWARDS® Desserts ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 30% | Activity: 29% | Freshness: 24% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Celebrity-endorsed Nostalgia Campaigns:** Brands tapping into nostalgia by collaborating with celebrities can create memorable marketing that resonates with multiple generations. - **Humorous Family-friendly Advertising:** Incorporating humor with a wholesome twist can enhance brand appeal and foster a strong emotional connection with consumers. - **Film-inspired Marketing Stunts:** Crafting campaigns that pay homage to beloved movies can capture attention and drive consumer engagement through shared cultural references. ### Who This Affects Most - **Food and Beverage Marketing:** Leveraging iconic film scenes in dessert campaigns offers a unique approach to draw in both nostalgic fans and new customers. - **Entertainment and Media Collaborations:** Partnerships between the entertainment industry and consumer brands can yield innovative promotional content that enhances brand visibility. - **Consumer Packaged Goods Promotions:** Engaging well-known personalities in lighthearted, relatable scenarios helps consumer goods brands stand out in a crowded market. ## Related on Trend Hunter - [Portion-Controlled Cocoa Pies](https://www.trendhunter.com/trends/edwards-desserts-midnight-chocolate.md) - [Candid Celebration Campaigns](https://www.trendhunter.com/trends/theres-an-edible-for-that.md) - [Fun-Forward Snack Campaigns](https://www.trendhunter.com/trends/feed-the-fun.md) - [Spiced Apple Macaroni Boxes](https://www.trendhunter.com/trends/apple-pie-1.md) - [Indulgent Cinema Screenings](https://www.trendhunter.com/trends/indulgent-with-gu.md) - [Pie-Inspired Ice Creams](https://www.trendhunter.com/trends/pie-ice-creams.md) - [Nostalgic TV Bakery Campaigns](https://www.trendhunter.com/trends/fall-for-your-favorites-meal.md) - [Sitcom-Style Thanksgiving Campaigns](https://www.trendhunter.com/trends/whipshots-pattis-good-life.md) - [Collaborative Dessert Pies](https://www.trendhunter.com/trends/oreo-crunch-dessert.md)