- Pukka secures rights to iconic football anthem Vindaloo designed to make it the anthem of the summer
- Campaign brings together football and music legends including Alex James, Paul Merson and John Barnes
- A matchday favourite in more than 50% of UK football league stadiums, Pukka is turning up the heat for fans this summer with its new ‘Vindaloo, by Pukka’ campaign
- Major £1M+ campaign spans PR, social, VoD, audio, experiential and shopper, built around Pukka’s hottest ever flavour innovation – the Chicken Vindaloo Pie
Pukka, the nation’s number one pie brand[1], is firing up the half-time heat this summer with the launch of a major nationwide campaign – Vindaloo, by Pukka – celebrating the matchday rituals, full-on flavour and football culture that have made Pukka a half-time pie staple in more than 50% of football league stadiums across the UK.
Built around the launch of Pukka’s hottest pie ever, Chicken Vindaloo, the campaign taps into the nostalgia and passion that define tournament season – from iconic songs and matchday traditions to the unmistakable ritual of the half-time pies that unites football fans nationwide.
The campaign builds on Pukka’s long-standing connection with football. Fifty years after first serving pies at Rotherham United’s stadium, Pukka is now enjoyed by more than 22.5 million fans every season, cementing its place at the heart of football culture.
At the centre of the campaign is the iconic Fat Les anthem, Vindaloo, which became synonymous with football culture following its release in 1998 and famously never reached number one. As part of the nationwide campaign Pukka has secured rights to the track, bringing together one of football’s most recognisable songs with its hottest ever flavour innovation – Chicken Vindaloo Pie – to celebrate the atmosphere, nostalgia and flavour that define tournament season.
Launching nationwide from June, Vindaloo by Pukka, will roll out across PR, social, VoD, audio, experiential and shopper as Pukka brings full-on flavour to football fans throughout the summer. To bring the campaign to life, Pukka has assembled a heavyweight line-up of football and cultural talent throughout the summer.
Blur bassist and Vindaloo co-creator, Alex James, will front campaign activity across PR, and social, alongside broadcast and radio appearances to help bring the nostalgia and spirit of one of football’s most iconic anthems to a new generation of fans.
Pukka is also the official sponsor of a series of pre-World Cup events featuring Britpop with Alex James, who will perform DJ sets on the eve of each of England’s first three World Cup matches at the Lost Oasis in St Martin-in-the-Fields, Trafalgar Square.
In addition, Pukka will also have a presence at the venue’s Match Day screenings with football-themed entertainment and brand activations. These events extend the ‘Vindaloo by Pukka’ campaign into live consumer experiences, creating further engagement and trial opportunities throughout the tournament.
England legends John Barnes and Paul Merson will lead activity across PR, podcasts and social amplification, including appearances on major shows such as The Sports Agents with Gabby Logan and Mark Chapman.
The brand is also sponsoring That Peter Crouch Podcast throughout June with bespoke sponsorships and integrations featuring ‘spicy football takes’ from major entertainment names and football icons. The activity will also include dedicated 30-second podcast audio spots featuring the iconic anthem throughout the tournament.
Alongside talent partnerships and earned media, Pukka will roll out the Vindaloo anthem at scale through disruptive creative across VoD, YouTube and Meta, with dynamic audio advertising of the iconic track, alongside branded social content, influencer partnerships and fan giveaways to drive cultural conversation and streams throughout the summer.
The campaign will also have a significant retail presence across Tesco, Sainsbury’s, Morrisons and Asda, supported by shopper marketing, branded POS, retail radio and high-impact OOH placements throughout the tournament period.
Rachel Cranston, Brand Director at Pukka, says: “Pukka and football have always gone hand-in-hand. Tournament summers are built on atmosphere, chants and the food that brings fans together – and as the nation’s half-time pie, we wanted to bring the matchday energy in the biggest and boldest way we ever have as a brand.
“Vindaloo is one of the most iconic football anthems of all time and has soundtracked football culture for generations. We want it to become the anthem of the summer once again and bring that together with our hottest pie, Chicken Vindaloo, to create something fans genuinely connect with throughout the summer.
“This is a huge moment for the brand, and we’re excited to bring football, music, and full-on flavour to fans wherever they are watching.”
Vindaloo, by Pukka launches nationwide from June and runs throughout the summer across PR, social, digital, VoD, radio, shopper and experiential.
[1]Nielsen NIQ Chilled Branded Pies data 52wk to 22nd November 2025
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