Pie Fights Make for Great Marketing

Pumpkin flavoring is all the rage during this time of the year. With so many pumpkin-spiced varieties out there, I understand if you're already pumpkin'd out but hang in there with me because I've got a great example of brand war to share - and it involves pumpkin pies.

I came across this article in the October 2013 issue of  Marketing News, a monthly magazine published by the American Marketing Association (Insert shameless plug for Birmingham's AMA Chapter riiiiiight here). In Cincinnati, pumpkin pies are a big deal and it seems that the locals have two sources for their pies: Busken Bakery and Frisch's restaurant, famous for their Big Boy mascot.

Over the past few years, these iconic brands have engaged in a lighthearted battle that has boosted pie sales for both companies. It's no holds barred as they involve billboards, social media and viral videos (like the one below from the Busken Brothers) in their attacks.

Full details of these pie wars are found in the article. It's a great read that made me think about the pros and cons of battling brands.

PROS

• If both sides are on board, brand images are boosted
• Good-natured brand wars fuel word-of-mouth marketing
• These wars can bring a windfall of unpaid impressions

CONS

• Original "players" leave, pranks continue, feelings get hurt and lawyers get involved
• If the pranks lag on and on, the "niche" wears off and people stop paying attention
• Real risk of being known as a bickering company instead of a baker of delicious treats

For even more about the pie wars, read this Wall Street Journal article. While I don't have a front row seat, I'm glad that the battle between Frisch's and Busken wages on!