Higgidy, in partnership with the Guinness Brand Licensing Team, have won a top award at The Brand & Lifestyle Licensing Awards (B&LLAs) – that reward excellence in brand strategy, marketing, strategic fit and commercial success -for their Higgidy Guinness Pie.
The Higgidy Slow Cooked Steak & Guinness Pie has been recognised for strategic brand fit, marketing and commercial success. The pie taps into the quintessentially British love of a pie and a pint and this cultural relevance has been maximised in the marketing of the new pie, with activations including an innovative co-branded Higgidy/ Guinness pub takeover and a Higgidy pop-up pie shop grabbing consumer attention and driving sales.
The collaboration is perfectly aligned to Higgidy’s food-engaged consumer, while enabling Guinness to extend its presence beyond the on-trade into a trusted, everyday meal occasion.
Launched into retailers in September 2025, the Higgidy Slow Cooked Steak & Guinness Pie brings Guinness’ unmistakable flavour to Higgidy’s culinary expertise and has been a resounding success. The B&LLA award for ‘Best Brand Licensed Food’ is testament to the perfect pairing between the two brands.
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