In the run-up to this year’s World Cup, pie brand Pukka is to launch a major nationwide campaign - Vindaloo, by Pukka - celebrating the matchday rituals, full-on flavour and football culture that have made it a half-time pie staple in over 50% of UK football league stadiums.
Built around the launch of Pukka’s hottest pie ever, Chicken Vindaloo, the campaign “taps into the nostalgia and passion that define tournament season,” from iconic songs and matchday traditions to the unmistakable ritual of the half-time pies.
Fifty years after first serving its pies at Rotherham United’s stadium, Pukka is now enjoyed by more than 22.5m fans every season, cementing its place at the heart of football culture.
At the centre of the campaign is the iconic Fat Les anthem, Vindaloo, which became synonymous with football culture following its release in 1998 and famously never reached number one. Pukka has secured rights to the track, bringing together one of football’s most recognisable songs with its hottest ever flavour innovation - Chicken Vindaloo Pie.
Live now, Vindaloo by Pukka will roll out across PR, social, VOD, audio, experiential and shopper. To bring the campaign to life, Pukka has assembled a heavyweight line-up of football and cultural talent throughout the summer.
Blur bassist and Vindaloo co-creator, Alex James, will front campaign activity across PR and social, alongside broadcast and radio appearances to help bring the nostalgia and spirit of one of football’s most iconic anthems to a new generation of fans.
Meanwhile, England legends John Barnes and Paul Merson will lead activity across PR, podcasts and social amplification, including appearances on major shows. Pukka is also sponsoring That Peter Crouch Podcast throughout June with bespoke sponsorships and integrations featuring ‘spicy football takes’ from major entertainment names and football icons. The activity will also include dedicated 30-second podcast audio spots featuring the iconic anthem throughout the tournament.
Rachel Cranston, brand director at Pukka, said: “Pukka and football have always gone hand-in-hand. Tournament summers are built on atmosphere, chants and the food that brings fans together - and as the nation’s half-time pie, we wanted to bring the matchday energy in the biggest and boldest way we ever have as a brand.”
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