Updated: Sep 13, 2019
Leicestershire-based pie maker Pukka says it is putting fish and chip shops “at the heart” of its business with a new TV advertising campaign urging pie-lovers to get down to the local chippy.
The new campaign – entitled The People’s Pie – hits TV screens on 18th September and features everyday folk and their love affair with Pukka pies.
The ad, which will run across TV and Video On Demand, kicks off with Andreas Agathangelou, owner of Rothley Fisheries in Leicester and Pukka stockist, flipping his sign to open before a young girl in slippers and her mother come into buy pie and chips for the family on a Friday evening. It then shows the different ways that people enjoy Pukka – be it from the chippy, at home, or out and about.
Footage also shows the Pukka bakery in Syston where one million pies are made each week.
Pukka’s general manager, Isaac Fisher comments: “Ever since we first started trading as Trevor Storer’s Homemade Pies over 55 years ago, fish and chip shops have been – and always will be – at the heart of our story,. It’s where we still do half our trade, so it was important to us to remind viewers that nothing beats tucking into a Pukka pie from the chippy.”
The campaign launches during the busy back to school period, which Pukka knows is key for fish and chip shops as customers search out wholesome and tasty takeaway options that combine value and quality.
It also coincides with new independent research which reveals half of all people enjoy pie and chips from their local fish and chip shop at least once a year. Of those who do, the average number of times they buy pie and chips from their local is 14 times per year – compared with 16 times for fish and chips. In the survey, Pukka is cited as that nation’s favourite pie brand, polling three times as many votes as its nearest rival.
The campaign is supported with point of sale materials including open/closed signs, posters, swinger pavement signs, and wall-mounted signs.
“The fish and chip shop trade is our heartland. We are confident that our new campaign will help attract a wider consumer base and in turn increase sales for chippy owners nationwide,” concludes Isaac.