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Pukka Pies - Idea of the Year

Pukka Pies - Idea of the Year
1st prize
2nd prize
3rd prize
5x £500
runners up prizes
The competition is now closed and judging is taking place.

Thank you for all of the entries we received and to all of those who took part in the competition!


£12,500 in prizes to be won with Pukka Pies Idea of the Year Competition

Create a new advertising campaign for Pukka Pies that encourages customers to try Pukka Pies. Submissions must be high quality, imaginative and support our brand values.

The advert should be in video format.

The competition is open to all students studying in the UK aged 16-25 years.

  • The brief
  • About Pukka Pies
  • T & Cs
  • Judging
  • F.A.Q

The Creative – your challenge to win the Pukka Pies Idea of the Year

The advert should be a video. Your submission could be used as the finished product, but alternatively it could be a good example of how the idea may be executed. Any dialogue has to be clear, language should be clean and polite. Our products are enjoyed by males and females of all ages from all backgrounds. Our adverts should be inclusive and thoughtful to all. A brilliant submission will achieve “the advertising objective” and meet the judging criteria.

Pukka Pies Advertising Objective

To recruit new customers to our brand by persuading them to try our pies on the basis they taste delicious and are made from high quality carefully selected ingredients.

Use of your advert

Please see our full terms and conditions. As a point of emphasis, we may want to use the best entries on TV or social media such as YouTube, or indeed any media, eg voices on Radio, stills in posters etc. It is essential that you understand that you are giving your full permission for us to use the adverts. We may also modify, edit, adapt or reproduce the advert. No royalties will be paid to the entrants, just prize money for selected winners.

Length of Video: As long or as short as you want, providing it maintains the audiences interest throughout.

Quality of Footage: It can be filmed on anything from a phone to professional equipment.

Type of Video: Your video can be any type from a sketch or advert, to a short film, documentary, music video, stop motion or animation and VFX.

Please bear in mind the copyright implications of your submission. In particular any music you choose to use.

Download the FULL brief as a PDF here (710 KB)

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Pukka Pies the Company

Pukka Pies is a family owned business situated in the heart of England, in Leicestershire. We employ 330 people and have been manufacturing for over 50 years. We genuinely care and have a BRC (British Retail Consortium) grade “A” accredited state of the art premises. We go to incredible lengths to select high quality ingredients for our pies. We have always made food safety and quality our first priority and our highly trained staff take massive care in making our products.

However whilst we take our responsibility seriously and this is a hard working company, we have a sense of humour and dare to be different at times. We also try to do our bit for the local community, for education and for supporting young people in sport. Having said this, we enjoy pleasing people with our products and our research shows that people buy our pies because they like the taste “they’re delicious”.

Pukka Pies the Products

Products made in stringently hygienic conditions in state of the art premises. Made with carefully selected, specified and controlled ingredients, product flavours true to description, no artificial colourings, preservatives, no added sugar, and no hydrogenated fat. Pies characterised by a full filling and a light pastry case. Delicious, enjoyable, satisfying, safe and consistent products made with care and professionalism.

Where to buy

Our range

Background to Pukka Pies the brand

Pukka Pies has a strong position in the pies market. We sell about 60 million pies a year. We have a 12.1% market share in retail supermarkets, which makes us the number one brand, and are currently growing 5.1% in the past 12 months (as measured by supermarket tracking data company Kantar). In Food Service, Pukka is the largest brand in chip shops with strengths in Midlands, Yorkshire, East and South West. We are also sold in over 60 football and other sports clubs across the UK from Leicester City, to Southampton, Southend to Sheffield Wednesday.

As a brand we have very high awareness. Most recent data after advertising sponsorship of Friends (TV Show) indicates 86% prompted awareness, which is the result of a variety of marketing activity – TV advertising and sponsorship, radio, chip shop posters, football branding and presence in store.

Pukka Pies Brand Positioning

Pukka Pies are the best choice for taste and enjoyment for popular everyday flavours. Customers are reassured by a caring and conscientious company, using carefully selected ingredients, manufacturing in modern state of the art premises, delivering excellent value for money for a superior quality product.

Pukka Pies Brand Vision

To grow our customer base, attract younger users to our brand and appeal to females and males equally.

Pukka Pies Brand Values

Responsible, dependable, consistent, approachable, inclusive, caring, considerate, sense of humour.

Terms & Conditions

These Terms and Conditions prevail in the event of any conflict or inconsistency with any other communications, including advertising or promotional materials. Participants of the competition agree to be bound by these terms and conditions.

Promoter: Pukka Pies Ltd., The Halfcroft, Syston, Leicestershire, LE7 1LD. United Kingdom.


  • 1. Open to UK (England, Scotland, Wales and Northern Ireland), Isle of Man and Channel Islands students, undergraduate and post graduates either at a college or university or recently graduated from a college or university, aged 16-25, excluding employees and their immediate families of Pukka Pies, its agents, associates, printers or anyone professionally connected with the challenge.
  • 2. Internet access is required.
  • 3. Entrants who do not give correct details or those who make an entry on someone else’s behalf will be disqualified. No entries from agencies, third parties, trading groups or entries automatically generated by computer will be accepted. No bulk entries.

Promotional Period

  • 4. Competition starts on 25/01/2016 and closes at midnight on 30/04/2016. Any entries received outside these dates will not be valid.

How to enter

  • 5. Entrants should create a new advertising idea or campaign for Pukka Pies to use. The advert should encourage new consumers/customers to try Pukka Pies. The advert should be in video format only. Entrants can download the full brief and judging criteria from the website.
  • 6. Once entrants have put together their campaign, they should visit to and fill in the entry form provided in the ‘How to Enter’ section. In this form they will fill in their details and paste their link with password protection. Their form can then be uploaded by simply pressing the SUBMIT button.
  • 7. By entering the promotion, the entrant confirms that:
    • a. The entry is original, does not copy any other existing material, and does not infringe any third party rights.
    • b. He/she has created the entry by him or herself and owns all intellectual property rights in the submission.
    • c. He/she has obtained the permission of all individuals featured in the entry, and that all such individuals consent to the entry being used by the Promoter as set out in these terms and conditions of entry.
    • d. He/she waives any moral rights he/she may have in the entry.
    • e. The entry complies with all applicable laws, rules, regulations and codes of practice, as well as the content standards set out below.
  • 8. Content Standards: Obscene, offensive, abusive, defamatory, menacing, illegal or otherwise objectionable material including without limitation any adult-oriented content or any material which breaches these terms and conditions or is deemed by the Promoter (in its absolute discretion) to be likely to infringe third party rights or breach any applicable law, regulation or code of practice are not permitted and may be disqualified by Pukka Pies from this promotion.


  • 9. £5,000 first prize, £3000 2nd prize, £2000 3rd prize and 5 x £500 runner up prizes.
  • 10. All prizes are non-transferable and non-refundable.
  • 11. The prize will be awarded to the winners by cheque to the name given at the time of entry.

Winner Selection & Judging Criteria

  • 12. All entries received before the closing date will be judged on the criteria set out within 60 working days of the end of the Promotional Period, by a panel including at least one judge who is independent from Pukka Pies.
  • 13. The creative will be judged on the following criteria
    • i. Meeting the brief – specifically how likely the idea would deliver the business objective of recruiting new users to the brand
    • ii. Originality of creative idea – not just the obvious pie puns – please.
    • iii. Fit to the Pukka Pies brand
    • iv. How easy the idea would be to execute in marketing and media, and the cost effectiveness of the advertising idea in media to create and advertise.

Winner Notification

  • 14. Winners will be notified by email within a week of the end of the judging period of 31/5/2016. If a winner is not contactable or fails to respond to initial winner notification within 28 days from the date of the initial notification, the prize may be reallocated by the Promoter to a reserve winner selected in the same manner who will similarly be required to respond with required confirmations but may have less time to do so.
  • .

Copyright, Trademark and Creative Ownership

  • 15. By participating in the promotion the entrants licence and grant the Promoter an exclusive, royalty free, perpetual, worldwide, irrevocable and sub-licensable right to use, reproduce, modify, adapt, publish and display the entry (including all edits, translations, stills, cut-downs and derivative materials) for any purpose without further payment, in any media and unrestricted time period. This may include using any material submitted and may be used in any medium as an advert, on the website, in social media or in public relations.


  • 16. Internet access is required. Pukka Pies cannot guarantee uninterrupted or secure access to the web entry route.
  • 17. Pukka Pies cannot be responsible for entries or claims that fail to register, are delayed or incomplete, or indeed for network, computer hardware or software failures of any kind, which may restrict or delay entry.
  • 18. Details required to participate in the competition are the first name, surname, address, telephone number and email address. This information is needed in order to contact the winner and administer the award.
  • 19. No entrant can use his or her computer to undermine the competition (e.g. by the use of 'script' or 'brute force'). In this event that person's entry will be disqualified and any prize awarded will be void.
  • 20. The decisions of Pukka Pies are final and no correspondence will be entered into except with award winners.
  • 21. Winners agree that, by accepting a prize, they will be required to take part in any related reasonable publicity with no recompense.
  • 22. Any personal data relating to participants will be used solely in accordance with current data protection legislation and will not be disclosed to a third party (other than the Promoter’s agencies for the purpose of servicing/implementing the competition and prizes in the UK, Isle of Man and Channel Islands) without the individual’s prior consent. For Pukka Pie’s Privacy policy visit:
  • 23. Pukka Pies reserves the right, in its absolute discretion, to verify the winner and refuse to award the prize or withdraw prize entitlement where there is, or the Promoter has reason to believe there is, or has been, a breach of these terms and conditions.
  • 24. Please retain these terms and conditions for future reference.
  • 25. In the event of exceptional circumstances outside its reasonable control and only where circumstances make this unavoidable, Pukka Pies reserves the right to cancel or amend the promotion or these terms and conditions at any stage but will always endeavour to minimize the effect to participants in order to avoid undue disappointment.
  • 26. Winner publication:  The full names and counties of confirmed winners will be available at on our website for three months following the closing date.
  • 27. Pukka Pies and its associated agencies and companies will not be liable for any loss (including, without limitation, indirect, special or consequential loss or loss of profits), expense or damage which is suffered or sustained (whether or not arising from any person’s negligence) in connection with this promotion or accepting or using the prize, except for any liability which cannot be excluded by law (including personal injury, death and fraud) in which case that liability is limited to the minimum allowable by law.
  • 28. Any question concerning the legal interpretation of the rules will be based on English law and the Courts of England and Wales will have exclusive jurisdiction.
  • 29. Subject to the best creative route or routes being suitable for Pukka Pies requirements, the intention is to use the submitted winning creative idea to support the brand in advertising. Winners will be informed at the time of notification of the intended use, and payment of the prize will be subject to agreement to any future use.

Judging Criteria

The creative will be judged on the following criteria on equal weighting

  • i.Meeting the brief – specifically how likely the idea would be to deliver the business objective of recruiting new users to the brand
  • ii. Originality of creative idea – not just the obvious pie puns – please.
  • iii. Fit to the Pukka Pies brand
  • iv. The cost effectiveness of the idea, both in terms of how much it would cost to reproduce where necessary.

Frequently Asked Questions

How do I enter?

Click on the "How to enter" link above.

Can groups enter?

You can work together as a group but submissions must come from ONE individual named on the entry form. Submissions as a group will not be accepted.

What could I win?

£5,000 first prize, £3000 2nd prize, £2000 3rd prize and 5 x £500 runner up prizes.

I don't have access to the Internet; can I still enter the competition?

No. No postal entries, entry via Vimeo or YouTube only.

How do I know if I have won?

The winners will be informed by email within a week of the end of the campaign.

I entered after midnight on 30th April 2016. Will my entry count?

No. The final closing date and time is midnight on 30th April 2016.

Who is eligible to enter?

All entrants must be residents of UK, Isle of Man and Channel Islands aged 16-25, and either a student, current undergraduate, graduate or post graduate of a school, college or University in the UK.

Want to get in touch?

If you need to get in touch, please email us at

  • 0116 264 4004