Creative in association withGear Seven

Bakers of ‘The People’s Pie’, Pukka Go Beyond Pies

Production Company
Manchester, UK
Pukka presents biggest ever cross-channel marketing campaign, created by Walker, for its new Handheld range of slices, sausage rolls and a pasty

UK-based pie brand Pukka, is unveiling a major cross-channel campaign to support its new range of slices, sausage Rolls and a pasty. The new ‘Pukka Presents’ campaign will support the family-owned business’ ambitious growth strategy to appeal to a host of different shopper missions – ensuring there’s a Pukka for everyone, for every occasion.

The epic campaign – which includes the brand taking over TV screens with not just one, but four new creatives – comes hot on the heels of Pukka’s Handheld range landing on supermarket shelves. The exciting new line-up was brought to market after the brand spent two years listening to what consumers want to see next from Pukka, and is built around punchy flavours which deliver the same great taste as the rest of Pukka’s pie range – from the first bite to the very last crumb. What’s more, the new products have already out-performed competitors in taste tests.

The new ‘Pukka Presents’ creatives hit TV screens from 3rd November 2021 and will be on air throughout November and into December across channels including ITV, Channel 4 and Sky. 

The new creatives feature everyday people and their love affair with Pukka Slices, Sausage Rolls and a Pasty. The 30-second and 10-second versions “shine a light on the brand-new and unique range of flavoursome, high-quality Handheld products which the people of Britain have asked us for,” explains Pukka’s head of marketing & innovation, Rachel Cranston. 

“Our award-winning ‘The People’s Pie’ campaign is centered around real people and real food,” continues Cranston, “and we’ve taken this one step further by spotlighting the nation’s unsung heroes that have kept us going over the past 18 months. These new products are designed to bring epic flavour to epic people who don’t just deserve fuel, but full-on flavour - and we’ve delivered.”

The epic 30-second cinematic creatives, which will run across TV and VoD, were directed by Nate Camponi and Ben Tonge of Chief Productions and focus on each of the SKUs in the range. The first mini-movie kicks off in the city at night where a communications worker is hard at work before reaching into his van to pick up a Pukka Sausage Roll, ahead of moving on to his next job. The second details a gardener in a park taking a moment to sit down and enjoy a tasty Pukka Steak Slice. Finally, the third creative focuses on a farmer who takes a break to enjoy her Pukka Pasty. There is also a 10-second total range creative. 

All of the assets celebrate the nation’s unsung heroes that deserve flavour, not just fuel from savoury pastry. From farmers feeding the nation to those out on the road in all weathers to keep Britain going, the ads and associated strapline – Tasty, Rich and Full of Flavour – emphasise the brand’s quality foodie credentials and show the different ways that real people enjoy Pukka, from an on-the-go snack to a lunchtime option.

Cranston continues: “Pukka has had a phenomenal year - from being awarded The Grocer Brand of the Year in 2020, to having four products shortlisted in The Grocer’s New Product Awards 2021. What’s more, we are the leading Hot Pie brand and storming ahead, growing three-times faster than the Hot Pie category.  

“But we’re not resting on our laurels. There is still a huge opportunity to grab an even bigger slice of the savoury pastry market and our bold new campaign will drive sales, attract a new generation of shoppers, and contribute to incremental growth by reminding people just how epic Pukka products taste, whether they’re enjoying them hot or cold, at home or on-the-go.

“Pukka has already brought in more new shoppers to the category than any other brand, and we don’t intend to stop there. With the opportunity for retailers to attract 27 million new shoppers to the Pukka brand by stocking-up on our range, TV and VoD are really strong platforms for this message to resonate with shoppers looking for tasty, quick and convenient meals and snacks ahead of a key selling period. 

“The new ‘Pukka Presents’ campaign will successfully land this message and help us achieve our ambition. We will keep investing in our brand and this is just the next exciting chapter to make sure our entire range remains relevant for many generations to come,” concludes Cranston.

Pukka’s TV ads were created by Walker and will be supported with a 360° approach, including digital, retail, social, PR, OOH and shopper activities. 

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