Pukka, the leading hot pie brand, is launching its biggest-ever marketing campaign as it attempts to solidify its position as the dominant market player.

It will launch a new strapline, ‘The People’s Pie’, alongside a campaign featuring real people involved in the making of the product.

Pukka wants to boost sales and attract a new, younger demographic.

The campaign will be led by a TV ad produced by Walker. It will “put people at the heart of the Pukka story,” according to the company’s head of marketing Rachel Cranston.

Pukka enjoys the majority share of voice in the pie category, beating out competitors such as Pieminister and Ginsters. The company also owns the National Pie Day brand.

“The campaign is centred around real people,” Cranston continued. “So including the people in our bakery who make and bake Pukka pies for the people of Britain was an important thing to do.”