The UK’s number one pie brand Pukka Pies came to us with a challenge – to own British Pie week whilst driving brand reappraisal and brand fame.
Leading an inter-agency team, we came up with the campaign concept centred around a simple consumer truth – everyone has an opinion on whether they prefer their pie with mash or chips.
To settle the debate once and for all, we launched a nationwide poll on pie-week.com, inviting millions of pie lovers to vote through a fully integrated campaign, spanning outdoor, radio, social media and PR. We also partnered with avid pie eater, presenter, broadcaster and cricketing legend Freddie Flintoff, who fronted the campaign, while encouraging his fans to vote. With reach and engagement essential for the campaign, every opportunity to talk about the Great Pie Debate was taken into consideration with hot Pukka Pies delivered to London radio presenters resulting in on-air mentions.
In just five days the campaign achieved stand-out press coverage across target national, consumer and broadcast titles including Metro Online, The Sun, Daily Star, Take A Break and Absolute FM.
“We set out to ‘Own Pie Week’ and that’s exactly what we did! With massive reach & engagement across outdoor, social media and radio & more coverage than any other pie brand in the market, we truly embedded our position as the Nation’s favourite pie brand” Brand Manager, Pukka Pies