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.

OUR ROLE

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.

WHO WE HELPED

CEO

Head of Marketing

Cross-functional team

WHAT WE DID DIFFERENTLY

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.

RESULTS

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

Who We Help

Brands & Businesses

Board Directors, Marketing Teams and Brand Managers…
We support you to create long-term strategic plans and roll up our sleeves to help you bring them to life.

Agencies

Board Directors, Strategy and Account Handlers…
We know what clients need in their agency partners and provide you resource, pitch support and training to be best in class.

Training & Capability

Capability Managers, HR and Training Bodies…
Our accredited trainers share leading tools and techniques, ensuring your team have the skillsets to deliver growth.