PUKKA, the hot pie brand, is being backed by its biggest ever marketing campaign, featuring a new strapline, ‘The People’s Pie’, to attract a younger audience.
The new TV ad aims to “put people at the heart of the Pukka story and build on the brand’s strong family heritage,” says Rachel Cranston, head of marketing at Pukka.
“The campaign is centred around real people,” she adds. “So including the people in our bakery who make and bake Pukka pies for the people of Britain was an important thing to do.”
Pukka’s sales are worth £36m, with the overall hot pie category valued at £244m.
“Pukka has had a phenomenal year but we’re not resting on our laurels,” Cranston adds. “There is still a huge opportunity to grab an even bigger slice of the pie market and our new bold campaign will drive sales, attract a new generation of shoppers and contribute to incremental growth by reminding people that pies are the perfect everyday meal.”