Pukka is launching a nationwide campaign, ‘Vindaloo, by Pukka’, this summer, centred on its new Chicken Vindaloo pie and its long-running ties to football.
The activity highlights the role of Pukka pies in matchday culture, with the brand available in more than 50% of football league stadiums across the UK and served to more than 22.5 million fans each season.
The campaign is built around the Fat Les track ‘Vindaloo’, with Pukka securing the rights to the song as part of the activity. The creative links the track’s association with English football culture to the launch of the brand’s hottest pie.
Rolling out from June and running throughout the summer, the campaign spans PR, social, digital, broadcaster video on demand, audio, experiential and shopper activity.
Blur bassist and Vindaloo co-creator Alex James will lead campaign activity across PR, social and broadcast appearances. Pukka will also sponsor a series of pre-World Cup events featuring Britpop with Alex James, including DJ sets ahead of England fixtures at the Lost Oasis in St Martin-in-the-Fields, Trafalgar Square.
The brand will also feature at matchday screenings at the venue, supported by football-themed entertainment and activations designed to drive engagement and trial.
Former England players John Barnes and Paul Merson will support the campaign through PR, podcasts and social content, including appearances on ‘The Sports Agents’.
Pukka is also sponsoring ‘That Peter Crouch Podcast’ throughout June, with integrations and branded segments, alongside 30-second audio spots featuring the ‘Vindaloo’ track.
Across media, the campaign includes video on demand, YouTube and Meta activity, alongside influencer partnerships and giveaways.
