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Leading the thinking to unlock ambitious 5 year target - Labyrinth Marketing
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Brand Strategy & Bring To Life

The brief

To develop a long-term strategy, to define how Pukka Pies can step change their growth and meet ambitious 5 year target.

Pukka Pie on a plate
Abby & Vicki in a meeting


We supported Pukka Pies with consultancy and additional resource, rolling up our sleeves to create strong strategic plans to deliver growth for the brand.

We began with a review of the brand’s current position, analysis of market place/data, scope growth platforms and sized each opportunity. Then we created a strategic plan of what would be required to unlock these growth opportunities – recommending a relaunch of the brand to allow driving additional penetration growth.

Following stakeholder and board buy-in, we facilitated multiple agency pitch processes by shortlisting, briefing and recruiting the right TTL agency partners (advertising, media, PR etc) to bring the plans to life.



Head of Marketing

Cross-functional team


Upskill – mentored and up-skilled the new Head of Marketing as she came into the role. Connected the team with industry experts to broaden knowledge of additional routes to market (i.e. leisure).

Bring plans to life – identified requirements to unlock each of these growth opportunities from repositioning, new categories, internal infrastructure, innovation,
brand relaunch, channel entry and investment.

Variety of approaches – mined data from multiple sources including commissioning primary research, to obtain actionable consumer insight.

Pukka Pie on a plate with a fork
Post-it notes on a board


  • Acquired +1million shoppers in only 22 months
  • Increase in penetration (+3.3%) and increase in frequency (+0.4) in year 1&2
  • Built an all-agency TTL structure that received DRUM and Marketing Week Masters awards nominations

We came to Labyrinth in January 2016, when we had a clear vision to step change our growth through disruptive sales but needed strategic plans to allow us to achieve this vision. Labyrinth were strategic, organised, pragmatic and rigorous in their approach. They built robust long term plans with clear actions to bring the identified growth opportunities to life. They are great at stakeholder management which allowed us to gain buy in to the long term plan and steps required to bring these plans to life with minimal push back from our board. They then supported us to bring these plans to life, through building and managing an all agency approach. Agency selection and appointment proved how helpful their extensive networks are across the agency world. Labyrinth are ROI focused and have been flexible working with my teams, overall a pleasure to work with.

Rachael Bouch, CEO, Pukka Pies

Case Studies

Find out more about the brands and businesses we have helped.

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