Pukka Pies says its ‘Everything’s Pukka’ marketing campaign has generated £3.1m in incremental pie sales across retailers.
Launched in January 2017, the £8m campaign was the company’s biggest-ever marketing spend and has brought a 19% shift in brand awareness and 27% increase in its retail base sales.
‘Everything’s Pukka’ was centred on re-engaging busy mums with pies as a convenient meal for the family. It included the launch of its Best Ever range, a refreshed brand mark, new packaging and primetime TV advertising.
Research from IRI found the campaign drove shifts in key brand metrics. Sixty-nine percent of people said, after viewing the TV advert, that it made Pukka Pies more appealing as a brand.
Lindsay Filmer, head of marketing at Pukka Pies, said the company was thrilled with the results.
“This was our biggest-ever marketing spend and, working with our first-ever through-the-line 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,” said Filmer.
“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.”