Patties Foods’ iconic brand Four’N Twenty launched its Real Chunky pie range to the out-of-home market last month. The range is set to ignite convenience food sales with a clever and highly visible advertising campaign that backs a premium product at a great price.
Comprising six on-trend pies – each with a tender, chunky texture and mouth-watering flavours – Real Chunky will appeal to consumers looking for a more satisfying and heartier pie.
Using Four’N Twenty’s muchloved pastry and thick, tasty gravy, the Real Chunky range comprises Chicken & Vegetable, Chicken & Chorizo, Steak (a chunky take on the traditional), Steak & Mushroom, Steak & Pepper and, for the more sophisticated palate, Pulled Pork.
Real Chunky Steak is slowcooked for eight hours, while the Pulled Pork is slow-cooked for six, delivering a succulent texture that consumers will return for again and again.
Four’N Twenty is supporting the launch with an integrated marketing campaign across radio, sampling, print, sponsorships, digital and PR to drive consumers in-store. The campaign will feature the underdog who beats the odds – whether it’s Mick Fanning punching a shark, or Steven Bradbury winning gold – appealing to Australians’ sense of humour.
“This campaign is sure to resonate with our core consumer – a down-to-earth Aussie guy who likes to have a laugh with his mates and likes the idea of punching above his weight,” Patties Foods General Manager of Marketing and Innovation Stuart Smyth said.
Digital and social media campaigns will extend
awareness of the ‘punching above your weight’ theme on Facebook and other channels, and promotional competitions and retailer incentives will excite and drive sales. Stockists will be provided with some eye-catching and impactful point-of-sale material designed to interrupt, persuade and remind consumers to purchase.
“Four’N Twenty Real Chunky pies are inspired by the increasingly sophisticated Australian palate and the love of a bakery-style chunky pie,” Mr Smyth said.
“This new offering will extend Four’N Twenty’s appeal, bringing new gourmet-minded consumers to the brand, in turn generating more sales for retailers. We believe consumers will be enticed back for return purchase time and again once they experience how good the product is, combined with how convenient it is to purchase.”
The multichannel campaign that celebrates Aussies ‘punching above their weight’ is underway now.