The Business Challenge
Pukka Pies set us the challenge of building on the success of the previous year by becoming the most talked about pie brand during British Pie Week 2019.
The Kazoo Solution
We developed the "Pie-sonalised Pie" creative platform which drove our earned and social activity.
To ensure people were only thinking Pukka, we undertook research to discover the top ten names of people who love eating pies. We worked with Pukka to create special edition “pie-sonalised’ Pukka pies featuring these top ten names and set about rewarding pie superfans.
We launched Pukka’s personalised range, together with research findings into the nation’s pie eating habits – landing coverage across hordes of print and online titles including the Daily Star and The Sun.
Simultaneously, we targeted celebrities with the same name as those in the top ten list and coordinated delivery to London radio presenters. Our efforts resulted in on-air mentions by Chris Moyles on Radio X and a live stream of the breakfast team gifting Marvel’s Black Panther film star Winston Duke with his very own Pukka Pie.
We identified micro-influencer pie superfans and developed collaborative partnerships with them. Authentic content, created in their own style, allowed us to reach new audiences across a range of social channels.
The Business Impact
The campaign smashed business objectives securing a 65% share of voice (PR) and 75% (social) versus competitor brands
Our work contributed to 750,000 sales of Pukka Pies during Pie Week
Kazoo worked with the all agency team to smash it again for Pie Week 2019, with a simple, creative idea that was effective across all channels. We achieved fantastic results across PR and social, with strong coverage and high engagement, helping us achieve our goal of being the most talked about brand during Pie Week.Senior Brand Manager, Pukka
Grabbing the biggest slice of Pie Week for Pukka
Pukka Pies set us the challenge of building on the success of the previous year by becoming the most talked about pie brand during British Pie Week 2019. Our "Pie-sonalising Pie" creative platform helped us smash SOV targets and drive strong sales.