Scotmid convenience has seen a macaroni pie sell-out, after it teamed up with The Scottish Sun to boost its #savethepie marketing campaign.

The company, which operates over 195 stores throughout Scotland, is drumming up support for its own macaroni pies, after Greggs announced it was discontinuing the product.

Greggs’ decision sparked a flurry of dismayed comments on social media sites, as well as a whole petition to #savethepie, which gained nearly 2,000 signatures.

Scotmid has picked up on this, and launched its own #savethepie campaign, offering readers of the newspaper a free macaroni pie from one of its Scotmid stores.  Since the campaign sales of the pies at Scotmid have doubled.

A spokesman for Scotmid said: “The uptake of our free voucher in the Sun yesterday was excellent with many stores selling out.  We have more stock arriving in stores today and tomorrow to satisfy our eager customers as the redemption offer is available until Friday.”

It has also created a radio advert, which will play on Clyde FM and Forth FM - both part of Bauer radio.

Stephen Brown, Scotmid local sourcing manager commented: “The macaroni pie is a Scottish favourite and it is also a favourite with vegetarians who shop in our stores. Sales of macaroni pies have doubled in many stores since the start of the campaign, so our customers are voting with their feet and helping to #savethepie.”

Scotmid works with independent bakeries throughout Scotland, which supply fresh baked goods into in-store bakeries within the shops.

Alan Clarke, chief executive of Scottish Bakers, said: “The macaroni pie is a unique and iconic product made by bakers from Stranraer to the Shetlands. Greggs are a very popular bakery in Scotland and we have been surprised by their decision. However, customers in Scotland can be assured that they will still be able to buy this favourite in hundreds of independent bakeries, including the in-store bakeries that our members have within almost 200 Scotmid stores.”