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Case Study

Patties Foods takes a larger slice of the pie

With big-name brands including Herbert Adams, Nanna’s, Four’N Twenty and Patties, Patties Foods is the queen of the frozen pastries category. 

For decades, Patties pies and sausage rolls have been a staple at kids’ birthday parties casting fairy bread and chocolate crackles into the shadows.

Back in 2017, Patties Foods set out to grow the category of savoury finger foods. The goal was to generate excitement in the aisle beyond the classic party pie and sausage roll.

The solution

News Corp leveraged the premium digital and print assets in the Food Corp network to reposition Patties brands as more than just an annual treat for kids. 

The execution

The Patties finger foods “Shake up the scene” campaign launched with an event to drive PR and continued with branded content featuring new-on-the-scene party options including quiches, vegetarian rolls, empanadas and vegan pastries. 

Spearheaded by leading food brands taste.com.au and delicious.com.au as well as kidspot.com.au, the campaign came to life across the entire Food Corp network putting Patties finger foods in the hands of sophisticated, adult-orientated event organisers. 

The results

The campaign was a resounding success with two-thirds of purchases being made by premium consumers. The best part? A 40% growth in sales across Patties’ smaller packs.

Patties Category Marketing Manager – Meal Solutions – Janice Lee-Fu said: “By working closely with major food brands such as taste.com.au and delicious, we have been able to dial up appetite appeal and the emotional connection that finger food brings to Australian homes.”

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