Communications, Design, Development, Public Relations, Social Media

King Pie 25th Birthday

King Pie 25th Birthday



In 2018, King Pie reached an important milestone as a brand, one worth celebrating – 25 years as South Africa’s favourite pie brand. A brand prone to marketing campaigns in-store and occasionally on TV and via social media. The problem arose in making this big birthday milestone impactful and engaging, reaching not only existing loyal customers but those new and loyal subjects in the making as well.

A birthday as big as 25 years gave King Pie the opportunity to stand out from its competitors, with a key focus on the brand’s rich legacy, while rewarding customers and encouraging them to buy more pies.


What better way to celebrate the occasion than by giving away 16 brand new cars to lucky customers? The big giveaway was conceived and the brand prizes decided upon, but there was one challenge… how were we going to communicate the celebration and competition to South Africa’s mass market?


An integrated communications strategy that created impactful engagement, increasing in-store sales, across multiple channels, while still rewarding customers for their loyal patronage.