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Chief directs ‘People’s Pie’ creative for Pukka


Salford’s Chief Productions has directed a new TV creative, ‘The People’s Pie’, for Pukka.

The hot pie brand is unveiling a major cross channel campaign on 18th September that features “everyday folk and their love affair with Pukka pies”.

The 30-second and 10-second versions will “put people at the heart of the Pukka story” and run across TV and VOD. The ads were directed by Ben Tonge of Chief Productions and will be on air until the end of October, across channels including ITV, Channel 4 and Sky. 

“Pukka has had a phenomenal year but we’re not resting on our laurels,” said Pukka’s Head of Marketing, Rachel Cranston. “The brand’s impressive growth is driven by an in-depth understanding of our target consumer and the high-quality and tasty pies carefully made in our bakery.

“Our focus now is to get pies on more plates, in more places, and TV and VOD are really strong platforms for this message to resonate with shoppers looking for a tasty, quick and convenient meal ahead of a key selling period.

“The new People’s Pie campaign will successfully land this message and help us achieve our ambition as we embark on the next exciting chapter of the Pukka story.”

Pukka’s TV ad was created by Bournemouth-based Walker and will be supported with a 360° approach, including print, digital, retail, foodservice, OOH, social and PR activities.

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