Pork Farms launches sharing pies for sociable summer

UK pork pie brand Pork Farms has launched a new range of ‘sharing pies’, available in four premium flavours.

The range includes a medium Melton Mowbray pork pie; a Scotch egg pie, a medium pork pie with Branston Pickle layer, and a chicken, ham and pork pie. Pork Farms is hoping that the pies will appeal to consumers celebrating events such as the London 2012 Olympics and the Queen’s Diamond Jubilee and capitalise on the rise of street parties and family gatherings.

The launch will be supported by a £10m on-pack giveaway, commencing on 23 April, with the main prize of a Mini Convertible and money-off rewards on Pork Farm and Mountain Warehouse products.

The giveaway, the biggest in the history of the brand, will be supported by a comprehensive advertising campaign focused on women’s lifestyle publications, featuring press advertising supported by money-off coupons to further drive purchases.

Andy Napthine, head of marketing at Pork Farms, said: “We’re delighted to announce the latest range of Pork Farms products today in anticipation of what is certain to be a fantastic summer for the UK.

“Our sharing pies are great summer-eating products, ideal for family and friends both hosting and attending parties during this busy period. In addition, our unprecedented on-pack giveaway and link-up with Mountain Warehouse should really drive category sales and further strengthen both our market share and brand awareness among consumers.”