Pukka have appointed Haygarth as their new shopper marketing agency. They will lead all related activities across retail and food service channels, as part of Pukka’s ambitious growth strategy to sell more pies to more people.

The competitive pitch process follows the recent appointment of Rachel Cranston as Head of Marketing, and will accompany a “shift in strategy” for the brand, as it gets ready to embark on the next exciting chapter of the Pukka story.

Carrie Chappell, Head of Shopper at Haygarth, said: “We are thrilled to be part of the Pukka family. We’re looking forward to delivering powerful BTL communications that not only generate reappraisal of the total pie category, but further cement Pukka’s position as the nation’s favourite hot pie brand.”

Pukka have appointed Haygarth, Walker and Richmond & Towers to work as a pan-agency team to create, develop and implement impactful campaigns for the brand.

Rachel Cranston, Head of Marketing at Pukka Pies, said: “We are delighted to appoint three talented and award-winning agencies. It’s a hugely exciting time for Pukka and therefore essential we have trusted partners working closely with us to develop innovative and standout ideas. Each of the agencies we have chosen demonstrated passion, expertise and enthusiasm for the brand and I am excited to welcome them into our team.”

The appointment comes after Pukka’s value grew to +10.9% to £34m in grocery.