Higgidy Announces Huge Investment in Pie Campaign and Judi Love Partnership
Higgidy has created a brand-new campaign to celebrate their pie range, this Autumn. The ‘Dig Into a Higgidy’ campaign will see the launch of new packaging, designed to improve shelf standout and dial up taste, quality and premium cues as well as a significantly upweighted media spend across October and November. The Dig Into A Higgidy campaign includes: an outdoor national poster campaign across 48 sheets, 6 sheets, digital display and social media, alongside a high-impact content creation partnership with comedian and presenter, Judi Love.
The content will see Judi team up with Higgidy’s Culinary Chef, Jordan Kerridge, to ‘Dig Into a Higgidy’ together, as they explore Higgidy’s ever-popular pie range. Judi will explore the flavours of the Higgidy range and work with Jordan to create a perfect pie of her own too, having plenty of fun along the way. The duo will take part in an onion chopping challenge and go on a mission to discover the perfect pie accompanying gravy too.
The content will be released on both Judi and Higgidy’s social media channels, giving pie fans the chance to win Judi’s pie and watch, laugh along, and pick up some top pie tips too. The campaign will also give consumers the opportunity to win handy Higgidy-branded baking trays, in a series of national and regional media competitions.
The ‘Dig Into A Higgidy’ campaign will also see the brand activated in grocery across the UK, with instore sampling, point of sale, pie price promotions and instore advertising within Tesco, Waitrose and Sainbury’s.
Judi Love commented: “When days start to get colder and darker there’s nothing better than a pie and a cup of tea to warm you inside and out. I’m thrilled to be working with Higgidy and can’t wait to cook up something special in the kitchen with Jordan and look out for the Judi twists, I’m sure some fiery scotch bonnet will make an appearance!”
Sarah Jackson, Marketing Director at Higgidy, added: “We are really excited to be launching our ‘Dig Into a Higgidy’ campaign. Pies have always been at the heart of the Higgidy brand and Autumn is the ideal time to celebrate and enjoy them.”
The Higgidy pie range includes new Chicken & Sage Roast Potato Pie, Cauliflower Cheese & Broccoli Pie, Porcini & Chestnut Mushroom Pie, Spinach, Feta & Pine Nut Pie, Free Range Chicken & Ham Hock Pie, Roasted Sweet Potato & Feta Pie, Slow Cooked Steak Red Wine & Mushroom Pie and Steak & Sussex Ale Pie. All pies are 250g and available at major retailers including Waitrose, Sainsbury’s, Tesco, Ocado and Asda.
Higgidy’s award winning portfolio, includes a recent 3-Stars award for their Porcini and Mushroom Pie and a 1-star award each for the Spinach and Roasted Tomato Vegan Quiche, and Spinach, Feta & Red Pepper Little Lattices. Other awards include the British Pie Awards and Veggie Awards.
Comments are closed.