Pukka Pies has announced its most significant activity since moving into grocery almost nine years ago.
The Leicester brand has reformulated its retail range to make it stand apart from its out-of-home options, and is set to support the relaunch with an £8m push – its biggest-ever media spend.
Available from this weekend, Pukka aims to ramp up its retail presence with a six-strong range of meat pies, which have been given ‘oozier’ filling with ‘more visible’ meat and darker gravy to create a homemade appearance. The pastry has been given a glaze and is darker and crunchier than the food service variant, while the brand’s familiar lined lid has been dropped in favour of a plain, puffier version with a crimped edge.
The overhaul of the grocery lineup – which made its debut in 2008, 45 years into Pukka’s existence – also sees a fresh pack design that drops “Pies” from the brand name and adds “Everything’s” above a new-look, white-on-orange logo for both the single-serve and family size products.
Kicking off on 1 February, Pukka’s £8m campaign will be more than four times bigger than any previous spend by the family-owned brand. Its centrepiece will be a primetime ad across ITV, Channel 4 and Sky. The clip puts Pukka at the centre of the evening meal occasion as its pie soothes a mum beset by bad news from members of her family. The activity is to be supported by posters at 2,500 sites, retail activations and couponing.
With consumer awareness of Pukka “very, very high”, the brand wanted to set up the brand for future growth, CEO Rachael Bouch told The Grocer. “We’re the category leaders. We need to act like it.”
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