Higgidy Sofa Club

Gogglebox duo Chris and Stephen with Higgidy founder Camilla Stephens

Pie brand Higgidy is launching a marketing push to celebrate Friday nights on the sofa.

The Higgidy Sofa Supper push includes experiential activity in London on 30 October and Brighton on 5 November inviting consumers to relax and unwind - and enjoy a Higgidy pie on a sofa. Celebrity duo Chris and Stephen from Channel 4’s Gogglebox will greet guests.

An on-pack promotion running from this month until December will give the chance to win prizes including luxury home accessories. Higgidy will also be running a coupon promotion offering £1 off a pie.

“We want to own that Friday night casual dining moment,” said head of brand Oliver Rudgard, the former Tyrrells crisps marketing director who recently joined the business.

He added that research showed that by 4pm on a Friday most people still don’t know what they wanted for supper. “This is exactly the market we want to appeal to,” he said.