Pieminister signs up for rugby promotion
Premium pie brand Pieminister has signed a deal to support England Rugby sponsor 02 during the RBS Six Nations tournament.
The manufacturer has created two new pies for the occasion – the Hope & Glory pie (British beef steak and dry cured bacon slow-cooked in Greene King IPA Beer) and The St George pie (baked beans, button mushrooms and smoked cheddar cheese) which will be delivered to fans throughout the tournament.
The Hope & Glory pies will be available from 1 February and, throughout the tournament, in Sainsbury’s stores nationwide in a ‘double-decker’ 2-pack for sharing, containing two 270g pies and two complimentary sachets of rich beef gravy. The twin-pack will also be available through Ocado and selected Budgens stores (RRP £5.99 - £6.49 per pack).
Both Pieminister rugby pies will also be available through Pieminister’s outlets, as well as selected independent delis, pubs and bars.
In addition, a further 50,000 pies will be delivered to the doors of O2 customers as part of 25,000 England Rugby Pie Packs. The pie packs will include 170g versions of each of the rugby pies, two cans of Greene King IPA ale and an England flag.
Tristan Hogg, Pieminister founder, said: “Working with O2 last autumn introduced us to a massive, new audience – 1.8 million O2 rugby fans were reached through O2’s campaign. Superior pies, English ale and rugby are a winning combination and the response from fans has been overwhelmingly positive. We now have a strong following within the rugby community and we’re excited to build on this further during the RBS Six Nations.”
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