Quiet Storm | Pukka Pies
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PUKKA PIES

TV, Outdoor, Print, Digital, Retail
Pukka Pies
TV
PRINT

How looking on the bright side relaunched Pukka Pies to grocery success.

 

THE CHALLENGE WE FACED

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.

 

THE TRUTH WE CELEBRATED

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.

 

THE MIND BOMB WE CREATED

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.

 

THE EFFECT WE DELIVERED

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.