Crisco Pie Hotline

What they asked us to do ...

Calling all pie bakers who might “knead” a little help during the peak Fall bake season, Cohn & Wolfe saw an opportunity for Crisco to become the resource for teaching home bakers how to make a perfect pie.
 

What we did ...

Backed by consumer research that demonstrated nearly 75 percent of consumers or someone in their family would be baking pies during the holiday season and nearly half of them thought a resource for pie baking information would be helpful, C&W and The J.M. Smucker Company, makers of Crisco, launched the first-ever Crisco Pie Hotline.  The ingredients for the hotline recipe: mixing FAQs from The J.M. Smucker Company’s call center, classic Crisco recipes and baking tips from a National Pie Champion. 
 

Our results ...

Media coverage for holiday hotline round-ups from Newsweek and the Chicago Tribune positioned Crisco as the holiday pie baking resource and drove thousands of consumers to the hotline and Crisco.com. Exceeding first year expectations, the campaign generated more than 51 million print and broadcast impressions with Crisco branding in 100 percent of the coverage.