Case Study: Pukka Pies – Brand Development

Leading the thinking to unlock ambitious 5 year target

pukka logo


Develop long term strategy to define how Pukka Pies can step change their growth
and meet ambitious 5-year targets




Review current position, Analyse market place/data

Scope growth platform and size each opportunity

Define what is required to unlock those growth opportunities




Board buy-in

Media investment scoped and secured to ensure required brand movement

Built an ‘all agency’ structure to deliver TTL campaign – commercially successful and consequently received two industry award nominations

Acquired +1m shoppers in only 22 months

Achieved increase in penetration (+3.3%) and frequency (+0.4) in year 1&2



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