Though available in supermarkets, Pukka is best known as something to buy in sports stadia and chip shops. But this blokey, out-of-home association was limiting the considerable grocery growth opportunity amongst women. To unlock this potential, Pukka wanted to reposition the brand firmly in the family meal space.
Pies may not be front of mind as a main meal option, but deep down we all love them: they’re a British classic and the nation’s favourite pub grub after all. Why? Because pies are perfect, warming comfort food, guaranteed to make things feel better.
We wanted to take the real human truth of the unbeatable comfort factor offered by pies, and make this engagingly ownable for Pukka. The fact that, no matter what surprises life throws at you, its ups and downs, good days and bad days, nothing can distract from the good mood feeling that Pukka Pies deliver: with an irresistibly tasty Pukka Pie on your plate you just know everything will be OK. In fact, everything will be Pukka. This idea of encouraging people not to worry so much about the issues of the day and enjoy a pie instead, has been executed through all channels, from TV through to retail.
Though only 3 weeks into the campaign, we’ve already seen sales of key lines increase by nearly 40%. Watch this space for more news.