Pukka Pies has launched two new initiatives to entice both new and loyal customers.

The Leicestershire-based company will giving away 20 million points in a new loyalty points scheme, which will require customers to input a unique code found on product packaging into its website. Customers can then redeem points for Pukka Pies merchandise, prize draws, family days out, free cinema tickets and donations to charity.

Peter Mayes, Pukka Pies’ marketing and business development controller, said: “We know everyone is feeling the pinch right now, so we teamed up with our friends at Coinks to create the Pukka Points promotion. It’s a great way of saying thank you to our consumers for buying Pukka Pies. We have designed the promotion to be fun and offer real savings on a whole range of rewards.”

The pie manufacturer will also be looking to attract customers to its range of products in a new television sponsorship deal with ITV1.

Pukka Pies will sponsor a new 20-episode series called Ade in Britain, a programme broadcast five nights a week following Ade Edmondson on a culinary discovery around the British Isles.

The company has previously sponsored ITV1 shows, such as Who Wants to be a Millionaire, The Championship & Regional Soccer Nights, and currently holds a long-term sponsorship with the official England Football Supporters’ Band.

“We are very excited about this new sponsorship and think there is a great fit between Pukka Pies and Ade in Britain,” Mayes added. “Our sponsorship credits are slightly tongue-in-cheek and we had a lot of fun producing them.

“The show targets an adult audience and we estimate that almost 25% of the population will see this sponsorship over the next four weeks.”