An annual tradition of Busken Bakery started by accident. Frisch’s Big Boy regularly purchases billboards to promote their Thanksgiving pumpkin pies. One of these ended up above Busken’s flagship store with the phrase “Hello, Pumpkin.” Not to be outdone, Busken purchased an adjacent billboard with the phrase “That’s Mr. Pumpkin to you, Big Boy.” Thus began Cincinnati’s infamous “Pie Wars.”  

This tongue-in-cheek marketing one-upmanship culminated in 2012 when PB&J created a video starring the owners of the bakery. Brothers Dan and Brian Busken donned ski masks and Busken-branded jumpsuits, and pranked the Frisch’s mainliner, decorating the Big Boy statue and its oversized hamburger and leaving a piece of advice on the marquee: “Count on Busken for Pumpkin Pie.” To make the experience larger than life, Fallon Thatcher layered in bombastic effects adding lasers, explosions, and “attack hawks.”