The nation’s number one hot pie brand Pukka Pies, announced a significant 19% shift in spontaneous brand awareness and an impressive 27% increase in its retail base sales following its brand relaunch in Q1 2017.
As well as generating record sales for the brand, according to an independent media effectiveness study run by IRI, the campaign also drove £3.1million incremental pie sales of which £2million were sales to the category as a whole – achieving Pukka’s objective of ‘putting more pies on more plates’ to the benefit of both the brand and the wider pie category.
The annual £8million marketing investment is the brand’s biggest ever marketing spend, created by Pukka’s first ever TTL agency team. It included the launch of its best ever range, a refreshed brand mark, new packaging, prime time TV advertising, press and outdoor as well as an extensive PR and social media campaign.
The campaign, which centred around the strapline ‘Everything’s Pukka’, was targeted at re-engaging busy mums with pies as a convenient, tasty evening meal favourite for the whole family.
The TV ad, which focused on the good mood feeling created by tucking into a delicious, heartwarming Pukka Pie in the face of life’s everyday ups and downs, achieved 82.5% coverage at 6.8 OTS and was named ‘Ad of the Week’ by highly influential grocery trade title The Grocer.
Accompanied by over 3,000 outdoor panels, and press adverts in key retailer publications, the campaign drove fame and reappraisal with impressive shifts in key brand metrics; awareness +19%, consideration +9%, preference +11%. Not only that, after seeing the ad, 69% of people said it made Pukka Pies as a brand even more appealing.
A wide reaching trade and consumer PR launch resulted in coverage in key target media including Daily Express, Love It! and Metro, with a reach of over 169million.
Lindsay Filmer, Head of Marketing at Pukka Pies commented “We are absolutely thrilled with these results – clearly showing that our campaign has delivered against our core objectives of driving brand fame, brand reappraisal and penetration. This was our biggest ever marketing spend, and working with our first ever TTL agency team we were able to deliver a truly integrated programme based on a real consumer truth – whatever life’s ups and downs ‘Everything’s Pukka’ with one of our heartwarming pies on your plate.
“This is just the start of our ambition to drive ‘more pies on more plates’, bringing in one million new customers to the hot pie category, and putting pies firmly back in to the UK’s top five meals; a position we believe one of the nation’s favourite dishes fully deserves!