WHAT WE DID.   

Irvine’s wanted to engage with the elusive young male and identify new pie occasions to drive incremental usage of their 6 pack pies.    So, we developed a content series took the piss out of traditional food programming.

We took MC Crafty into the kitchen to help teach flatties how to cook up a feed. Because when the flat asks ‘Who’s on tonight’ and the answer is you - grab yourself a 6 pack of Irvine’s pies!

Nacho pies?  Hell yes.  The Pie Lammy?  A famous East Coast pie in a sandwich…of course.  The campaign surpassed forecasted video views, and become the most engaged content campaign of the year for the brand.

 

WHERE IT WENT.  

YouTube.  Snapchat.  Facebook.  Instore.