Borg’s is firing up ovens and driving foot traffic this winter with the return of 30 Pie July – a nationwide, month-long marketing initiative designed to engage consumers and support retail partners through an omnichannel campaign celebrating the humble, heart-warming pie.

Following strong results in 2024, 30 Pie July is back in 2025 with even more flavour and reach. Anchored by a national NOVA radio campaign voiced by Chrissy Swan, this year’s activity includes in-store sampling, print, digital and social advertising across Better Homes & Gardens, New Idea and Australian Women’s Weekly, as well as a high-performing influencer campaign across Instagram.

In addition to a daily $100 consumer giveaway and 30 creative pie recipes shared throughout the month, the campaign is designed to inspire at-home cooks and drive incremental category sales, while reinforcing Borg’s as Australia’s trusted pastry partner since 1960.

“Borg’s Puff Pastry has been a staple in Australian kitchens for over 60 years. With 30 Pie July, we’re not just promoting our range – we’re delivering inspiration to the consumer and support to the retailer,” says Stuart Redman, Sales Manager at Borgcraft.

“By combining traditional media, digital engagement, and in-store activation, we’re creating multiple touchpoints that help convert interest into purchase.”

Borg’s signature Pastry range including Original Puff Pastry, Light Puff Pastry, Extra Flaky Puff Pastry and Shortcrust Pastry Original is available nationally.