Earlier this year, Pukka Pies unleashed a quirky marketing campaign aimed at the UK student population to encourage them to engage with the UK’s most loved pie brand.
As part of its ‘Idea of the Year’ campaign; Pukka Pies set the nation’s students a challenge, to come up with a creative video advertisement that would attract new consumers to enjoy a Pukka Pie for the first time. The competition was open to full time students aged 16 -25 and offered a staggering total of £12,500 prize money for the best advertising concepts.
The competition received a variety of entries from students up and down the country. The clear favourite was a video produced by Frankie Liebmann, an 18-year-old teaching student from Brighton University. Frankie was awarded the top prize of £5,000 for her inspired ‘I am a Pukka Pie’ film, which cleverly depicted the famous pie in its many guises from a tasty individual treat to the food of football matches.
Frankie Liebmann, Teaching Student from Brighton University said: “When I received the call from Pukka, letting me know I had won first prize, I couldn’t believe it! I had heard about the competition through Twitter and thought it would be a great challenge to enter however, I never thought I’d make it to the finals let alone win first prize. I’ve always been inspired by poetry so I began the creative process by writing a poem about Pukka Pies. I tried to think of everything from the Pie’s perspective and all the situations a Pukka Pie sees from football crowds, road trips, friends and families etc. As a teacher in training, I found this project has really inspired me to take my creative side more seriously, and use more videos in the classroom.
“With the prize money I haven’t had to worry as much about money at university and I’ve even been able to go on holiday to Croatia and pursue my other hobby, travelling .”
Tim Storer, Managing Director at Pukka Pies commented: “Pukka Pies are a tasty yet economical treat for students therefore we wanted to launch a campaign that would really resonate with that market. Today’s students are not only expected to achieve academically but also demonstrate their involvement in activities such as internships and extracurricular achievements. As a result we wanted to set a challenge that would not only reward students financially but provide a tangible accolade for their CV.
“On behalf of everyone at Pukka Pies we would like to congratulate Frankie and everyone who took part in the challenge. We received some truly inspired entries and it was a great to see the level of creativity out there amongst the student community. As well as selecting an overall winner, it was important to us to reward the runner’s up for their efforts with the remaining prize money. However it was Frankie’s video, which we believe truly captured the spirit of Pukka Pies, that ultimately deserved to win the top prize of £5,000.”
Pukka Pies is a family owned business situated in the heart of England, in Leicestershire.
Established in 1963, they now employ 330 people and are proud to have been manufacturing tasty pies for over 50 years. As a company they genuinely care about their customers, staff and the quality of the products that they produce.