Work

Three years ago, Pillsbury and Exponent PR set out to oust the cupcake from its reign as the king of desserts in favor of pie. The Love the Pie! campaign was born, leveraging celebrity spokespeople, apple harvest events and blogger engagement to create buzz-worthy stories that triggered media coverage and fueled the pie trend at a grassroots and national level. In the fall of 2010, pie officially ousted cupcakes as the new “it” dessert. Food prognosticators identified pie as the hot trend for 2011 and The New York Times said it best in a November 2010 article, “Pie to Cupcake: Time’s Up.”