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Why Pukka wants to become the People’s Pie
‘The People’s Pie’ from Walker is part of a swathe of ads championing more inclusive representation, not just in the casting but in every aspect of the campaign.
Izzy Ashton
Deputy Editor, BITE CreativebriefPukka
The brief was to bring the UK’s #1 pie onto more of the nation’s plates. So, working with them, we created ‘The People's Pie’ - a multi-channel creative campaign that champions real people and how they enjoy Pukka up and down the country.
- Agency:
- Walker, Bournemouth
Sector
Food & Drink
Bite Insight
Each week, one million pies leave the Pukka bakery in Syston. These pies travel to chip shops and supermarkets around the country, falling into the hands of consumers at football matches, family gatherings and after school clubs alike.
In a new multi-channel creative campaign from Walker, Pukka have set out to connect with this diverse audience by becoming ‘The People’s Pie’. A strategy which aims to increase the number of places stocking pies to drive greater consumption. The TV ad captures the nation’s love affair with the pie; whether that’s eating one squashed inside a white roll, smothering a pie in ketchup or using it to warm your hands at a football game.
The ad is positive and heart-warming, tapping into the nostalgia of the family-owned independently run business which was founded in Leicestershire in 1963. It is advertising that reflects the eclectic, authentic and diverse reality of life today; an ad that casts authentically rather than relying on outdated stereotypes.
It's a campaign that acknowledges that any and every person eats pies regardless of their gender, age, ability, ethnicity or choice of filling. There’s a pie for every person, as well as every occasion.
‘The People’s Pie’ is part of a swathe of ads championing more inclusive representation, not just in the casting but in every aspect of the campaign. Even the voice over includes accents from different parts of the country. ‘The People’s Pie’ demonstrates that truly inclusive advertising can deliver warmth and authenticity in droves.
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