Pukka World Flavours
Richmond & Towers launched Pukka's World Flavours range with a Spitalfields street food pop-up and influencer programme that the agency reports delivered 70 million+ total campaign reach.
Case in 60 seconds
Pukka asked for a launch as bold as its new World Flavours range, which had to move consumers towards unfamiliar Jamaican, Indian and Mexican recipes while convincing the trade of the brand's standing in savoury pastry.
The campaign appears to turn on street food as the familiar shortcut to unfamiliar flavour, because the page frames over 7,000 UK stalls and a £1.2 billion scene as evidence that Brits already trust that route.
The organising thesis was a culinary journey rather than a sampling stand, so the three flavours were staged as destinations that visitors travelled through instead of products handed out at a table.
Richmond & Towers ran a street food pop-up at Spitalfields where 4,760 samples of Pukka's new World Flavours parcels were served with handcrafted mocktails, an interactive spice station and a travel-themed photo zone. Foodie influencers posted reels, stories and posts across TikTok and Instagram, while a consumer research story about the nation's changing palate carried the launch into consumer and trade media.
Richmond & Towers reports 70 million+ total campaign reach across national press, trade media, and social, along with 108,871 organic influencer reach, 30 consumer media hits and 23 trade media hits.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- TikTok
Partners
- Richmond & Towers Communications (lead_agency)
Participation mechanic
- Visitors tasted their way through the three flavours, explored the ingredients behind them at an interactive spice station and posed in a travel-themed photo zone built to be shared.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| consumer media hits | 30 consumer media hits, including 20 product placement, 7 national news and 3 listings media | performance |
| organic influencer reach | 108,871 organic influencer reach, featuring foodie creators sharing the adventure | reach |
| samples served | 4,760 samples of Pukka's new World Flavours parcels were served, paired with handcrafted mocktails designed to complement and highlight the authentic spices and ingredients. | performance |
| total campaign reach | 70 million+ total campaign reach across national press, trade media, and social | reach |
| trade media hits | 23 trade media hits, including 9 standout features in The Grocer | performance |
Why Richmond & Towers Communications's strategy worked
- 1
Borrowing an established venue type carries a new flavour further than explaining it, because a street food pop-up gives an unfamiliar recipe a setting where trying something unknown is already the expected behaviour.
- 2
Sampling volume works as evidence rather than as reach, so 4,760 samples served matters less as an audience number than as the count of people who tasted the range before deciding on it.
- 3
A consumer research story about changing palates gives a product launch a second news hook, which is what allows a range announcement to run in outlets that would not cover a new product alone.
- 4
Running consumer and trade objectives through one activation produced both 30 consumer media hits and 23 trade media hits, because the trade press covers the launch as a category move while consumer press covers the food.