The Challenge

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.

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 for the people.

The Solution

We’ve transformed the iconic brand over 6 years by not only unlocking new meal occasions and growth opportunities, but by baking them into popular culture.

Our ‘Pukka for the People’ strategy has helped reposition them through multi-channel creative campaigns, celebrating real people and the ways they enjoy Pukka up and down the country.

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.

Lead Strategic & Creative Agency (all in house)

Full Rebrand

Strategic Positioning

Shopper Marketing

Trade Marketing

360 ATL Production (TVC, OOH, Radio,Digital)

Packaging

Research and Planning

Commercial Strategy

POS & e-commerce

Brand Partnerships

Winning hearts, minds and distribution

Our shopper marketing, corporate strategy & trade comms 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.

The future looks bright (and orange) for Pukka.

Pushing the Brand Beyond The Nation's Favourite Pie

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.