Turning Pukka into The People's Pie
The Challenge
This is our very own Creativebrief fairy tale.
Pukka had pigeon-holed themselves in a laddish, ageing, football-loving audience, and sales were dipping. Our brand studies showed a lack of awareness, poor product quality perception, and very little brand relevance in consumer minds.
In 2018 we were appointed lead strategic and creative agency. Our brand strategy work identified an opportunity to unlock more occasions, more moments and more people the brand could resonate with, kick-starting a fantastic journey of brand growth and huge company success.
The Insight
We needed to unlock more occasions in which we could celebrate eating a good, honest pie, or as our research showed - people's 10-meal remit. This meant tapping into social proof and dormant brand love as the nation's favourite pie.
From match day belly-warmers, to al fresco date nights. Covered in ketchup, soaked in gravy or served with mushy peas. If you want to stick a Pukka in a bap and call it a 'Wigan Kebab', that's fine with us too. After all, we are The People's Pie, and we are for everyone.
Our creative brought this new brand proposition to life by celebrating the people of Britain, enjoying Pukka in their own special way, in beautifully crafted poetic executions.
The Results
Our 90" execution gave us endless content to work from, alongside a website re-skin, brand guidelines, strategic comms, digital, shopper marketing, brand partnership strategy, social, outdoor creative, and several TV & VoD campaigns - we made all of the creative in-house with two things in mind, 'be for the people' and be a ‘warm beacon of orange optimism’ that people can rely on.
The results have been unprecedented for the brand:
- Grocer Brand of the Year 2020
- Increase in YoY Value Growth (2018 -2022)
- Increase in Market Share
- Increase in Prompted Awareness
- Increase in All Desired Kantar Brand Tracking Metrics.
Outdoor | Adding Warmth to Winter Evenings
Shopper Marketing | Growth Through Brand Partnerships
A Beacon of Orange Optimism on Shelf
Our packaging design wanted to clearly signpost the brand as a feel-good moment for everyone, by standing out on shelf and bringing to life the brand’s ethos of ‘be more orange’ across their range.
Reflecting the values of Pukka, we created an instantly recognisable, warm, inviting pack that has great shelf stand out.
With supermarket own brand so dominant, and the grocery sector often so commoditised - we needed to have brand dominance on shelf to draw consumers in. Not only that, but the packaging tells a warm story of brand heritage and foodie quality cues.
With a wealth of talent at every level, Walker is a fabulous creative agency. Providing innovative and relevant campaign ideas, delivered through excellent design and creative execution. Their commitment and dedication to every project has been outstanding. A pleasure to work with every day.
Rachel Cranston, Head of Marketing - Pukka
An Epic New Product Launch
We had cemented Pukka as a family favourite in the house, but the ambitious brand wanted to expand in new meal occasions.
The new Pukka Slices, Pukka Sausage Roll AND Pukka Pasty launched with three separate nationwide TV campaign executions.
The creative celebrates what is a huge NPD for the brand, but stays true to the People's Pie by celebrating the unsung heroes of British life (park volunteers, farmers and trades people), taking a moment to enjoy the full on flavour of Pukka.
The epic scenery and cinematic feel is grounded by the humbling moment of that delicious and irresistible last crumb on the shirt.
Winning hearts, minds and distribution
The campaign has been a huge success and has been pivotal in increasing distribution for Pukka. The brand metrics continue to rise, with brand love increasing alongside associations with on-the-go meal occasions.
Alongside our shopper marketing and new packaging design, the future looks bright (and orange) for Pukka.
Share
Pukka | The People's Pie
Pukka had pigeon-holed themselves in a laddish, ageing, football-loving audience, and sales were dipping. In 2018 we identified an opportunity to unlock more occasions, more moments and more people the brand could resonate with, and started a journey of exceptional brand growth.
