Pork scratchings brand Mr Porky, which claims to be the UK’s best-seller, is aiming steal share from the wider savoury snacking category with the appointment of a new creative and media agency.
Bray Leino, which landed the brief following a two-way competitive pitch, first worked with the brand back in 2021, creating the “There’s No Matching a Scratching” campaign.
The activity featured nationwide radio coverage through a partnership with TalkSport, along with out-of-home and digital work, particularly focused on the Midlands.
The Mission Group agency also worked with Mr Porky on a darts sponsorship campaign in 2024 – the largest ever marketing push for the category.
The brand, owned by Tayto Group, will now aim to nudge those already partial to scratchings towards buying more frequently, by unlocking additional savoury occasions where only a pork scratching will do.
Bray Leino will target a broad savoury snacking audience, with a particular focus on men aged 44 and under.
Founded in 1956, Tayto claims to be the UK’s largest family-owned snacks business with a portfolio that also includes Golden Wonder, Tayto, Real Hand Cooked crisps and Marmite snacks as well as Midland Snacks. The company is also the UK’s biggest manufacturer of retailer own-brand snacks.
Tayto group marketing director Matt Smith said: “Bray Leino stood out for the strength of their strategic insight and their clear understanding of audience emotions and need states.
“Creatively, they were right on the money, and we have a high level of confidence in the quality of their media planning team. We’re excited to be working together on the next chapter for Mr Porky as we continue to show that there is ‘No Matching a Scratching’.”
Bray Leino chief executive Kate Cox added: “Mr Porky is an iconic and legendary name in FMCG, and this is a fantastic opportunity to challenge the category and make scratchings a core part of people’s snacking repertoire.
“We understand how to operate in markets with complex regulatory challenges, and there are few categories more demanding than pork scratchings within HFSS regulations. We’re really looking forward to getting started.”
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