Context
The British Pie Awards is a respected industry event, but in a crowded media landscape, heritage alone wasn’t enough to command national attention.
Food content is increasingly driven by visual, personality-led and broadcast-friendly moments, while traditional awards risk feeling repetitive or static. At the same time, media appetite was shifting towards joyful, culturally relevant stories that cut through heavier news cycles.
The challenge wasn’t just visibility, it was to transform the awards into a national broadcast moment, while unlocking regional pride to drive relevance and reach.
Strategic Insight
Pies aren’t just food, they’re deeply tied to regional identity and personal taste. From nostalgic classics to bold reinventions, they spark pride, debate and curiosity. By celebrating both tradition and creativity, the story becomes richer, more shareable and culturally relevant across the UK regions.
Creative Concept
We turned the British Pie Awards into a two-part, broadcast-first cultural moment. Judging Day showcased what happens behind the scenes with audiences experiencing the awards in real time – brought to life through live ITV’s This Morning with Phil Vickery and BBC Leicester.
Awards Day delivered a clear national headline: who makes Britain’s best pie? – with Baldy’s Pies in Wigan crowned Supreme Champion for its Chicken Kiev Pie, beating a record 1,040 entries. Regional class winners further fuelled storytelling, tapping into local pride across the UK.
Full Colour
Result One:
A national broadcast moment
Live broadcast including ITV’s This Morning and BBC Leicester drove 334 million broadcast reach.
Result Two:
Pride on every plate
From Wigan’s winning pie to Melton Mowbray heritage and bold new creations, the story travelled nationally, delivering 1.3 billion opportunities to see.
Result Three:
Momentum that builds
The two-phase approach sustained visibility, delivering mass awareness through 237+ pieces of coverage.