Pastry firms prepare for British Pie Week

As British Pie Week kicks off next week (Monday 7 March), the industry is making sure it takes advantage of the opportunity to promote products.  

Lancashire-based Holland’s is celebrating its roots as the company’s ‘The Butcher, the Baker, the Proper Pie-maker’ television advertisement makes its return to the small screen.

“The heart-warming adverts show Holland’s pies being enjoyed in three typical customer environments,” said Bill Smith Coats, sales and marketing director for the company.

“There’s a young lad fresh back from a charity run in a gorilla suit and understandably looking for a nourishing pie; a father and daughter on their way home from the match; and a youngster sitting at the table waiting for mum to feed him pie and mash.”

The television campaign reflects the values of the business. Now launching across Granada and Yorkshire, this is the biggest investment in television that the brand has been involved in. The advertisements will be aired over a four-week period and will be shown between popular soaps such as Coronation Street and Emmerdale.

“TV has become an important part of our strategy for targeting both new and existing customers,” added Coats. “It has played a pivotal role in continuing Holland’s growth in and out of the region.

“All of these ads really resonate with our target consumers and, following a successful TV campaign in 2015, we’re delighted to announce our 2016 heavyweight TV advertising campaign, which coincides with British Pie Week. We couldn’t think of a better time to be back on the box!”

Meanwhile, Wrights Food Group has teamed up with Britain’s strongest man, Eddie Hall, to launch the Strongman Pie, just in time for next week.

At 11 inches round, the Strongman Pie is filled with steak, marinated in rich seasoned gravy and encased in Wrights’ classic golden pastry.

“I’m ecstatic to be working alongside Wrights to launch the Strongman Pie, which is perfect for people who need to build their protein intake, like me, or for sharing among family and friends,” said Hall.

“This pie is the champion of champions, and a real beast – just like me. It’s extra meaty, and sure to be a real hit with the public.”

Wrights teamed up with Hall last year. In a promotional event, the strongman deadlifted a 2.5-tonne Wrights Pies van.

“We’re delighted to unveil our Strongman Pie to coincide with British Pie Week,” commented Peter Wright, chairman and chief executive of the pie company.

“When it came to designing the pie, we had to think big if we were to compete with Eddie’s enormous appetite.

“The Strongman Pie is one of the largest we’ve ever produced, and we’ve packed it full of top-quality steak which we hope will help provide Eddie with that all-important hit of protein as he continues his mission to become the World’s Strongest Man in 2016.”

The specially designed pie will go on sale across Wrights’ retail stores in Staffordshire from 7-11 March.

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