To celebrate Desperate Housewives' 20th anniversary, Hulu crafted a nostalgia-driven campaign that brought the show's iconic symbol – Bree Van de Kamp's perfect pies – to life. Hulu delivered Bree-worthy apple pies to fans across Los Angeles, New York, and Chicago. Each pie arrived in custom 20th anniversary packaging, bringing the spirit of Wisteria Lane to fans' Thanksgiving tables.
Hulu crafted a strategy that blended the show's iconic elements with real-world fan engagement. Working with Fooji, we orchestrated a same-day delivery campaign of Bree Van de Kamp-worthy apple pies across Los Angeles, New York, and Chicago. The activation launched with a strategic social post on November 27th featuring Bree with her famous pie, inviting fans to enter by commenting #DesperateHousewives to drum up conversation. Winners, selected on a first-come basis, received their pies in custom-designed anniversary packaging.
The campaign delivered exceptional results, surpassing engagement targets with 2,300 social opt-ins and driving 1,700 enthusiastic contest entries. We transformed digital connections into real-world moments by delivering 600 fresh apple pies to winners, creating memorable brand experiences that delighted customers and drummed up excitement for the anniversary.
