A man in a stripy t-shirt eating a Pukka steak slice on the beach

Source: Pukka

Savoury pastry specialist Pukka has unveiled its latest summer TV campaign.

Called ‘Pukka for the people’, the campaign rolls out this month and runs until September. It features everyday people enjoying Pukka products, from sausage rolls by the roadside, to slices on the beach, to munching during gameplay, and even stashing a snack for later.

The campaign was developed by creative agency Walker, and will be supported by audio, radio, and social media activity as well.

It forms part of Pukka’s ambition to propel further growth for the savoury pastry category, and follows a ”milestone” year for the business during which it said it became the number two brand in savoury pastry [IRI 52 w/e 4 Sept 2022]. 

“It’s been another milestone year for us here at Pukka. Our ongoing investment and full-on flavour pipeline of innovation is welcoming millions of new shoppers to the category – from unveiling a first-to-market Pepperoni Pizza Pie and Slice, to bringing the heat to freezers with our new frozen Pies, Bakes & Sausage Rolls,” said Rachel Cranston, head of brand strategy at Pukka. “But none of this would be possible without the people of Britain – which is why we’re putting them at the heart of our latest campaign and building even more momentum for the category.”

The ‘Pukka for the people’ campaign shines a light on the ways the firm’s products can be enjoyed – hot, cold, at home or on-the-go, Cranston added.

“By reminding the nation of the quality, versatility and full-on flavour we’ve long been known and loved for, we’ll drive even more shoppers to supermarket aisles and savoury pastry fixtures, continuing to support incremental sales growth for our retail customers with the Pukka magnetism that has proven to pull in shoppers,” she said.

The business has also been investing in its operations as part of a three-year growth plan, with custom-built freezers installed at its Leicestershire factory earlier this year. The installation comes two years after the business announced a further £4.5m investment to enhance manufacturing capacity and capability at the bakery.