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Fish Friers


Article Date: 2019-09-12

Pukka, the nation’s favourite fish and chip shop pie brand, is unveiling a new TV advertising campaign urging pie-lovers to get down to the local chippy.

The new campaign – entitled The People’s Pie – hits TV screens on 18th September 2019 and features everyday folk and their love affair with Pukka pies. It also “puts fish and chip shops at the heart of the Pukka story,” explains Pukka’s General Manager, Isaac Fisher, with NFFF member, Rothley Fisheries in Leicestershire, one of the centerpieces of the new campaign.

The ad, which will run across TV and VOD, kicks off with Rothley Fisheries owner and Pukka stockist, Andreas Agathangelou, flipping his 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. It then shows the different ways that people enjoy Pukka – be it from the chippy, at home, or out and about.

“Ever since we first started trading as Trevor Storer’s Homemade Pies over 55 years ago, fish and chip shops have been – and always will be – at the heart of our story,” comments Fisher. “It’s where we still do half our trade, so it was important to us to remind viewers that nothing beats tucking into a Pukka pie from the chippy.”

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.

“People have always been at the core of the family-owned business,” says Fisher, “so our campaign doesn’t just focus on the real people who sell and enjoy Pukka pies, but the people who make and bake them too.

“We’ve also timed the campaign to break with the busy back to school period, which we know is key for fish and chip shops as people want wholesome and tasty takeaway options which are great value and high quality.”

The campaign comes as new independent research reveals half of all people enjoy pie and chips from their local fish and chip shop at least once a year. Of those who do, the average number of times they buy pie and chips from their local fish and chip shop is 14 times per year – compared with 16 times for fish and chips. Overall, Pukka is the nation’s favourite pie brand by a country mile – and polled three times as many votes as its nearest rival.

Pukka will back the campaign with a suite of point of sale materials for the fish and chip shop trade, including open/closed signs, posters, swinger pavement signs, and wall-mounted signs.

“The fish and chip shop trade is our heartland. We are confident that our new campaign will help attract a wider consumer base and in turn increase sales for chippy owners nationwide,” concludes Fisher.

Pukka’s TV advert will launch across TV and VOD and new point of sale materials will be available from the Pukka trade section of

Fish Friers