PUKKA

How we put Pukka’s NEW world flavours range on the map

See the full story

The Results

Impactful reach

70 million+ total campaign reach across national press, trade media, and social

Organic influencers

108,871 organic influencer reach, featuring foodie creators sharing the adventure

Mainstream media

30 consumer media hits, including 20 product placement, 7 national news and 3 listings media

Trade takeover

23 trade media hits, including 9 standout features in The Grocer

The Task

Pukka challenged us to create a launch as bold and exciting as their new World Flavours range. Our mission: capture imaginations and tantalise the nation’s taste buds through consumer PR and cement Pukka’s position as THE savoury pastry innovator amongst the trade. With the new range inspired by the flavours of Jamaica, India, and Mexico, we set out to transport Brits on a culinary adventure.

Insight

Brits love discovering new flavours and street food markets are the ultimate passport to taste adventures. With over 7,000 stalls across the UK, the booming £1.2 billion street food scene has become a hub for bold, affordable, and accessible global cuisine. This was the perfect moment for Pukka to tap into this trend and bring their bold new flavours to the masses through food PR.

The idea & execution

Visitors were taken on a flavour-fuelled journey, tasting their way through flavours inspired by Jamaica, India, and Mexico with the new Pukka World Flavours range. 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. Through an interactive spice station, guests could explore the ingredients behind the bold flavours, while a travel-themed photo zone offered a shareable moment that captured the spirit of adventure.

To amplify the consumer PR buzz, we invited top foodie influencers who shared their experiences across TikTok and Instagram. Their reels, stories, and posts flooded feeds with vibrant, engaging content that inspired their followers to join the journey.

We drove excitement of the new launch across consumer and trade media, whilst a news-based consumer research story about the nation’s changing palate ensured Pukka dominated the headlines.

The Client Take

“Our World Flavours range is all about bold tastes and global inspiration, and this launch truly put it on the map! From the energy and engagement at our Spitalfields pop-up to the incredible influencer buzz and national media coverage, the R&T team delivered a memorable launch that really celebrated the full-on flavour Pukka is well-loved for.”

Rachel Cranston, Head of Brand Strategy Pukka

Pukka

Pukka

Pukka

RUSTLERS