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Pukka campaign drives £3m incremental pie sales



An £8 million marketing campaign by hot pie brand Pukka Pies has been hailed a success after achieving its objective of ‘putting more pies on more plates’.

The brand’s biggest ever marketing spend has resulted in a 49% increase in brand penetration with 765,000 new households purchasing Pukka over the campaign period alone.

The initiative, which centred around the strapline ‘Everything’s Pukka included the launch of its best ever range, a refreshed brand mark, new packaging and trade and consumer advertising. As well as generating record sales for the brand, it is also claimed to have driven £3.1million incremental pie sales in grocery retail.

Lindsay Filmer, head of marketing at Pukka Pies said she was thrilled with the results, adding: “This is just the start of our ambition to drive ‘more pies on more plates’, bringing in one million new customers to the hot pie category, and putting pies firmly back in to the UK’s top five meals; a position we believe one of the nation’s favourite dishes fully deserves!”

Facts

THE LIFE OF PIE

The most popular varieties of pies in fish and chip shops today are minced beef, chicken and mushroom and steak and kidney

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