Pukka Pies has completely updated its food range, introducing a new look across its pie packaging as part of an £8 million upgrade.
Described by the company as ‘its biggest ever marketing investment’, the impactful new packaging includes several subtle design elements – including chic typefaces as well as a muted colour scheme to help differentiate between each of the different fillings.
The new look will roll out across all of Pukka’s pies, and is accompanied by a new TV advertisement aimed at re-engaging female consumers with the convenience of pies as an evening meal for the family.
The fully integrated through-the-line campaign centres around the tagline ‘everything’s Pukka’, and heroes the brand’s best-selling steak pie, which has had a complete recipe renovation. The ‘heavyweight’ campaign will begin on 1 February with a 30-second advert appearing in prime time slots on British TV.
Overall, the campaign is worth £8 million – the brand’s biggest ever marketing investment.
Pukka Pies CEO Rachael Bouch said: “We know our customers love the feelgood comfort that comes with a delicious warming pie so, 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 family food and we’re hoping the new campaign resonates too, illustrating that, whatever life’s ups and downs, ‘everything’s Pukka’ with one of our heartwarming pies on your plate.”
A nationwide outdoor advertising campaign will also be implemented at over 2,500 sites around the UK. Retail partners will also be supported with bespoke point-of-sales materials at 400 supermarkets, as well as retailer press inserts, trolley media and digital display banners.
As part of the relaunch, Pukka has invested heavily in product development and customer testing to ensure that the brand retains its place in consumers’ homes. The new all-steak pie now contains chunkier cuts of meat and a richer gravy.
The whole of the range also features improved golden, flaky pastry and a home-baked appearance.
© FoodBev Media Ltd 2017