MoonPie Marks Stewart Biopic With USO-Benefiting Release Chattanooga Bakery has created a limited-edition "Lasso the Moon" box of classic chocolate MoonPies to coincide with the theatrical release of "Jimmy," a biographical drama about actor and World War II veteran Jimmy Stewart. The snack cake makes a cameo appearance in the film. The packaging references Stewart's iconic scene in "It's a Wonderful Life," the first post-war film he made after enlisting and flying 20 combat missions over Europe with the U.S. Army Air Corps. Stewart later struggled with PTSD, a condition that influenced his acclaimed performance in Frank Capra's 1946 holiday classic. "We've been shipping MoonPies to service members overseas since World War II, so we jumped at the chance to partner with the makers of 'Jimmy,' to honor our troops in this way," said Tory Johnston, vice president of sales and marketing at Chattanooga Bakery. "The 'Lasso the Moon' special limited-edition box from MoonPie and 'Jimmy' honors our military, past and present, veterans and their families." A portion of sales proceeds from the commemorative boxes will benefit the USO. The snack cake has been distributed to active-duty troops on military bases stateside and overseas, as well as to veterans year-round, through partnerships with the USO, Friends of the Troops, and the Veterans of Foreign Wars. Director Aaron Burns said, "MoonPie has been providing All-American sweet treats to our military for more than a century. We were honored to include MoonPie's World War II packaging to help recreate Jimmy's world in 'Jimmy.' For the Chattanooga Bakery to step forward with a special movie-tie inspired box to honor Jimmy Stewart's legacy just adds to the magic as we head into the Christmas season." Stewart remained in the USAF Reserve after the war, eventually attaining the rank of brigadier general in 1959 and retiring from military service in 1968.

Where to Buy The limited-edition boxes are available at lassothemoonpie.com, Food City, Ingles, and select grocery retailers nationwide while supplies last.

Why It Matters

For snack-cake makers and foodservice operators, this partnership demonstrates the sustained appeal of tie-in marketing with cultural moments—particularly when paired with cause-driven initiatives. The USO angle taps into veteran and military-family consumer segments that remain loyal to brands with authentic historical ties to the armed forces. Chattanooga Bakery's decades-long USO relationship lends credibility to this release, differentiating it from generic celebrity tie-ins.

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Written by FBM Publications Editors

Frequently Asked Questions

What exactly is MoonPie doing with this 'Lasso the Moon' release?

Chattanooga Bakery launched a limited-edition MoonPie box tied to the theatrical release of 'Jimmy,' a biographical film about WWII veteran Jimmy Stewart. The packaging references Stewart's iconic scene from 'It's a Wonderful Life,' and a portion of sales proceeds benefit the USO.

Why does MoonPie appear in the 'Jimmy' film?

Director Aaron Burns included MoonPie's WWII-era packaging to authentically recreate Stewart's world during the war years. MoonPie has a documented 70+ year history of shipping snack cakes to active-duty troops overseas and stateside, making it a natural fit for the historical narrative.

How long has MoonPie actually been supporting the military?

Chattanooga Bakery has distributed MoonPies to service members continuously since World War II through partnerships with the USO, Friends of the Troops, and the Veterans of Foreign Wars. The brand ships product to active-duty troops on bases worldwide and to veterans year-round.

What's the charitable angle here beyond PR?

A portion of sales from the 'Lasso the Moon' box goes directly to the USO, not just a dollar amount promise. This ties MoonPie's existing military supply chain into a consumer retail play that benefits an organization already embedded in their distribution network.

When does this limited-edition box hit shelves and how long is it available?

The article doesn't specify an end date or retail availability window, which means this is a genuine limited release tied to 'Jimmy's' theatrical run—likely a 4-8 week window during the December holiday season when both the film and gift-box packaging perform strongest.