Pukka Pies embarks on largest marketing campaign to date

Hot pie brand, Pukka,  is unveiling a major cross channel campaign with a new strapline to support the family-owned business’ ambitious growth strategy to sell more pies to more people, more often.

The new TV creative – entitled The People’s Pie– hits TV screens on 18th September 2019 and features everyday folk and their love affair with Pukka pies. The 30-second and 10-second versions “put people at the heart of the Pukka story and build on the brand’s strong family heritage,” explains Pukka’s head of marketing, Rachel Cranston.

The creative, which will run across TV and VOD, was directed by Ben Tonge and kicks off with Rothley Fisheries owner and Pukka stockist, Andreas Agathangelou, flipping his fish and chip shop sign to open, before a young girl in slippers and her mother come into buy pie and chips for the family on a Friday evening. The creative emphasises the brand’s quality credentials and shows the different ways that real people enjoy Pukka – be it at home, from the chippy, or out and about.

The ad will be on air until the end of October across channels including ITV, Channel 4 and Sky and will be broadcast from Thursday to Saturday, when research shows people are most receptive to considering pies as an everyday meal.

Filming also took place at the Pukka bakery in Syston, to celebrate the love and attention to detail that helps Pukka ensure each and every one of the 1 million pies that leave the bakery each week taste great and are high quality.

“The campaign is centered around real people,” comments Cranston, “so including the people in our bakery who make and bake Pukka pies for the people of Britain was an important thing to do.”

The new marketing campaign comes as the hot pie category is worth £244 million across total retail outlets. Pukka accounts for £36 million of these sales and is currently growing by +18% value. Pukka is also the runaway number one brand across foodservice, with 49% of people recognising Pukka without being prompted.

“Pukka has had a phenomenal year but we’re not resting on our laurels,” continues Cranston. “There is still a huge opportunity to grab an even bigger slice of the pie market and our bold new campaign will drive sales, attract a new generation of shoppers and contribute to incremental growth by reminding people that pies are the perfect everyday meal.

“The brand’s impressive growth is driven by an in-depth understanding of our target consumer and the high-quality and tasty pies carefully made in our bakery. Our focus now is to get pies on more plates, in more places and TV and VOD are really strong platforms for this message to resonate with shoppers looking for a tasty, quick and convenient meal ahead of a key selling period. The new People’s Pie campaign will successfully land this message and help us achieve our ambition as we embark on the next exciting chapter of the Pukka story,” concludes Cranston.

Pukka’s TV ad was created by Walker and will be supported with a 360°approach, including print, digital, retail, foodservice, OOH, social and PR activities. New point of sale materials will also be available for fish and chip shops from the Pukka trade section of their website.