‘Pukka Presents’: There’s always time to enjoy a pie

pukka_farmerChristmas might have come early this year, with M&S kick-starting the advertising bunfight, but we tend to leave our Festive Review to the experts. So, brace yourselves for the seasonal shit-show courtesy of the indefatigable Mr Jonathan Spooner Esq (you know you love it, really) in the not too distant future (workload permitting).

So, this week we are turning our attention to another love of our lives, PIES. Yep, as the nights draw in what could be better than chowing down on pastry slices, sausage rolls and pasties?

And, as if by magic, here comes a new campaign from Pukka Pies, the family-owned business which was launched in 1963 by husband and wife team Trevor and Valerie Storer from Leicester.

Initially called Trevor Storer’s Home Made Pies, as he actually made them himself at home, he sold 1,200 steak and kidney pies in the first week, mainly to pubs. He soon expanded the range,  turning over £12,000 in the first year.

In 1964, Valerie Storer suggested he renamed the firm as Pukka Pies and the term “represented something that was top-notch”.

The company has come a long way since then but is still family run and is launching the campaign to promote its new “handheld” range, which has just landed on supermarket shelves, following two years of customer research into the flavours consumers crave the most. The firm claims the new products have already out-performed competitors in taste tests.

Four new ‘Pukka Presents’ executions, created by agency Walker, will hit TV screens this week and be on air throughout November and into December across channels including ITV, Channel 4 and Sky. They will be backed by digital, retail, social, PR, outdoor and shopper activities.

The ads feature everyday people and their love affair with Pukka Slices, Sausage Rolls and Pasties and “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 – are designed to 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.

The first ad 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.

Pukka head of marketing and innovation Rachel Cranston said: “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.

“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. 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.”

So, what is the consensus around the Decision Marketing office?

Well, who doesn’t like a “handheld” pie? Beef Pasty? Yes, please. Cheese, Leak & Potato Slice? Oh, go on then. Chicken & Bacon Slice? You betcha. Steak Slice? Don’t mind if we do. Pork Sausage Roll? Why not. Vegan Sausage Roll? We’ll eat anything with pastry…

While unlikely to be Campaign magazine’s “Pick of the Week” any time soon (somehow we doubt they will care), the three executions get the message across, although perhaps they could have made more of the brand’s heritage. After all, they do sell 60 million pies a year.

Still, a quick trip to the Decision Marketing Nerve Centre will show anyone who cares to visit, who ate all the pies…

Decision Marketing Adometer: A “60 million-strong” 7 out of 10

Print Friendly