Leicestershire-based Pukka Pies has made a number of improvements to its best-selling pies and is supporting the relaunch with an £8 million marketing campaign. It’s the pie manufacturers’ biggest ever marketing investment to date and includes a high-impact nationwide advertising campaign, which it hopes will drive growth and demand for its pies.
The launch campaign centres around the strapline ‘Everything’s Pukka’, focusing on the good mood feeling created by tucking into a delicious, comforting and heart-warming Pukka Pie in the face of life’s everyday ups and downs.
As part of the relaunch Pukka has invested heavily in product development and consumer testing and, as a result, the new Best-Ever range now features improved golden flaky pastry, as well as butter.
Furthermore, its bestselling All-Steak pie has undergone a complete recipe upgrade and now contains chunkier cuts of meat and a gravy which is described as richer, darker and oozier.
In addition, new foil colours have been added to make flavour identification even easier and the range has moved to one consistent line marking, making them even easier to recognise by consumers.
Commenting on the launch, Rachael Bouch, Pukka Pies CEO, said: “We are very proud to have been a well-loved staple in chip shops and venues around the UK for over 50 years. Following very positive independent taste-tests of our New Best-Ever range, we’re looking forward to seeing how they go down with the public. A Pukka Pie is a comforting, good mood food and we’re hoping the new campaign resonates too, illustrating that whatever our life’s ups and downs, ‘Everything’s Pukka’ with one of our heart-warming pies.”
The launch campaign heroes Pukka’s best-selling All-Steak pie, kicking off from 1st February 2017 and includes a nationwide outdoor poster advertising campaign at over 2,500 prominent sites around the UK.
Pukka Pies 0116 264 4004 www.pukkapies.co.uk