Submitted by Jungle Creations

Pukka Pies Pie Mood Instagram Creator Campaign

Influencer Marketing

Jungle Creations cast foodie lifestyle creators on Instagram to reveal their Pie Mood dinners for Pukka Pies during Pie Week, and the agency reports 1.5M reach.

1.5MReach
2.4MImpressions
40KEngagements

Case in 60 seconds

Pukka Pies wanted to mark Pie Week by showing the nation that any mood can be a pie mood, so the brief called for a range of eating moments rather than a single product message.

The campaign turns on mood rather than occasion, because a pie tied to a feeling such as a fiery mood gives each creator a personal angle, and Jungle Creations frames the range as holding an option for every mood.

Jungle Creations built the work around the Pie Mood, a creator-led idea in which foodie-centric lifestyle influencers revealed the dinner that matched how they felt, so the range was shown through personal moods rather than product claims.

Creators including SJR Builders and Big John, with a combined audience of 495.1K, each made their ultimate Pie Mood dinner for Instagram, such as a jalapeño mac and cheese for a fiery mood. The creators wore Pukka hoodies and beanies, and the audience was given a chance to win its own set.

Jungle Creations reports 1.5M reach, 2.4M impressions and 40K engagements across the creator content on Instagram, which the page prints as the headline results of the Pie Week campaign.

Strategy Breakdown

The nation during Pie Week, reached through the audiences of foodie-centric lifestyle influencers.
Pukka is positioned as having an option for whatever a person's pie mood looks like, so the brand plays the role of a range that fits every feeling rather than a single hero product.
The page treats mood as the trigger for a food choice, because the creators build dinners around feelings such as a fiery mood, which casts the pie as a response to how people feel rather than to a set mealtime.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Jungle Creations

Participation mechanic

  • The audience was given a chance to win its own set of the Pukka hoodies and beanies the creators wore.

Creator role

  • SJR Builders
  • Big John

Results & Evidence

MetricValue
Reach1.5M reach
Impressions2.4M impressions
Engagements40K engagements
Creators' Combined Audience495.1K combined audience

Why Jungle Creations' strategy worked

  1. 1

    Framing a product range around moods rather than occasions gives each creator a distinct brief, because one person's fiery mood produces a different dinner from another's, so the roster covers the range without repeating itself.

  2. 2

    Pairing creator content with a branded merchandise giveaway extends the idea to the audience, since the same hoodies and beanies the creators wore become the prize, which ties participation back to the content itself.

  3. 3

    Anchoring the work to Pie Week gives the brand a reason to post inside an existing calendar moment rather than an invented one, so the creator content arrives when the category already has attention.

Related Case studies