Pukka and McCain partner to offer shoppers simple meal solutions over British Pie Week

Pukka, the nation’s favourite pie brand[1], has partnered with the nation’s number one frozen potato manufacturer McCain, to help retailers drive sales amongst shoppers looking for the perfect ‘pie and chips’ meal solution.

The partnership will see the brands activating over February and March, via shopper marketing, to inspire people to tuck into a pie and chips night in for two which feels a little more special – particularly during British Pie Week (1st – 7th March). Pukka’s Just For Two sharing pie range – Steak & Red Wine, Chicken, Ham & Leek and Vintage Cheddar & Leek – will sit alongside McCain Chilled Home Chips.

This follows a campaign which kicked off in January, where the two brands launched a wave of digital shopper marketing and social media activity around the all-important and ever-growing ‘Veganuary’ sales period. Focus products for this wave were Pukka’s new vegan range – Vegan Chicken & Mushroom pie and Vegan Minced Steak & Onion pie – and McCain Naked Oven Chips to offer shoppers a vegan pie and chips meal made easy.

“We are always looking for ways we can make the lives of shoppers as easy as possible, and a tasty pie and chips dinner at home fits the bill, whether we make it vegan or geared towards a cosy night in for two,” says Pukka’s Head of Marketing & Innovation, Rachel Cranston. “With our shared values of showcasing real people and real food, partnering with McCain was the obvious choice to help retailers drive sales.”

The Pukka and McCain Veganuary activity saw the brands activating via cobranded advertisements on Asda, Tesco and Sainsbury’s websites, with the campaign strapline: ‘Your vegan, fuss-free, favourite tea’.

Cranston explains: “Our vegan pies have already become a popular choice with shoppers since launching in September 2020 – attracting 530,000 new shoppers to the category in 16 weeks on-shelf[2]. When you consider the fact that the number of Veganuary sign-ups hit a record-breaking 582,538 people this year[3], the natural next step for us was to demonstrate just how easy it is to offer a hassle-free vegan pie and chips meal for everyone to try that doesn’t compromise on taste.”

The British Pie Week activity will be communicated via a cross-channel shopper marketing campaign with Tesco and Asda. The campaign strapline will read: ‘Pie & Chips a match made in heaven’.

Cranston explains: “This part of the partnership is all about celebrating the perfect pie and chips night in for two – and we’re excited that we’re able to easily activate this in-store due to both products sitting on the chilled fixture. British Pie Week is an incredibly important sales period for the category, and now we’re making it even easier for shoppers to sit down to a tasty pie and chips dinner for two thanks to our Just For Two pie range and McCain Chilled Home chips.”

Cranston adds: “The great news is that we are also returning to TV screens during British Pie Week – from the 3rd March for three weeks – with our award winning ‘The People’s Pie’ campaign. This will help to keep pie meals front of mind for shoppers as we are showcasing our range, with a spotlight on our successful new vegan arrival.”

Jo Eastwood, Marketing Controller  at McCain says: “We all know that Pie and Chips is a firm favourite for many consumers and there is a natural synergy between McCain and Pukka, as both brands are synonymous with homely meals enjoyed with family and friends. At a time when shoppers are looking to recreate those special moments indoors and replicate the meals they would typically have in restaurants and pubs, we’re delighted to be able to partner with Pukka to offer two delicious pie and chips meals for everyone over the coming months and beyond.”

The Pukka and McCain Veganuary activity ran throughout January via Asda, Tesco and Sainsbury’s websites. The British Pie Week activity will kick-off from 17th February on Tesco’s website, while the Asda shopper marketing activations will begin from 25th February.

[1] IRI 52 w/e 27.12.20

[2] Kantar data 16 weeks to 27.12.2020

[3] Veganuary

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