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.