Pukka Pies^ biggest brand promotion
Article Date: 2014-02-03
Pukka Pies’ biggest ever brand promotion
Pukka Pies is launching its biggest ever brand push with a new marketing campaign for 2014. The proposition is encouraging families across the country to “Next Time Pick a Pukka Pie” through a TV and outdoor campaign that launches today.
Created by McCann Birmingham, the TV execution for the UK’s much-loved and No.1 selling pie brand will be aired until 30th March 2014.
The insight behind the 30-second spot, which is aimed predominantly at families, is based on the premise that people are disappointed when faced with an inferior product that fails to meet their expectations.
The advert also highlights the quality of Pukka Pies’ products; in particular, it showcases the importance the brand places on ensuring products contain the highest-quality meat, deliciously light pastry and full fillings. The advert also ends with a voiceover advising viewers that Pukka Pies are available at their local fish and chip shops.
The campaign for the Leicestershire-based independent business, which celebrated its 50th anniversary last year, is also being accompanied by 6-sheet advertising posters, door drops and national press.
Wayne Greensmith, Marketing Manager at Pukka Pies, explains: “We are incredibly excited about the launch of our biggest ever marketing campaign. We believe the campaign will resonate with mums who are under pressure to deliver at meal times and highlight how a Pukka pie delivers satisfaction with its full fillings and finest ingredients. We believe that this campaign will drive sales of Pukka pies.”
The activity is being supported with investment in PR and social media, and coincides with the company’s continued investment in product innovation that will see new products being launched through the year.
The campaign will be additionally reinforced by national advertising in consumer lifestyle titles.
The advert can be viewed here: http://youtu.be/r4I1ETlIyz0