The Wild wins Pukka brief with UGC campaign


Pukka has appointed The Wild as the social creative agency to supercharge the rollout of its newest product line.

The Wild, Jungle Creations’ social-first creative agency, has been charged with galvanising and mobilising Pukka fans across the brand’s social channels as they bring its new range of slices, rolls and pasties to market.

Pukka brief 

The agency is kicking off the relationship with a ‘Stand Up For Full On Flavour’ campaign, celebrating people who make routine or humdrum moments better thanks to their eccentricities and ‘flavour’.

Working with people who are often neglected in brand storytelling and advertising, like builders and tradespeople, Pukka will ask fans to share clips of them singing, dancing and enjoying the everyday moments. 

Pukka Large Beef Onion Open Chip Shop
Tasty: Pukka aims to target the great British worker with The Wlid brief.

The creator who submits the best “audition” video will be given a budget and production team to go even bigger and make the final hero asset for the campaign which will run across Facebook, Instagram and TikTok.

At its heart, the ‘Full On’ campaign pushes against the category tropes of bucolic imagery of Great Britain and its people, and The Wild’s broader strategy is to help Pukka tell the story of real, authentic Britons – not the glossy aspirationals we see in advertising.

In a pitch process run through Creativebrief, The Wild won the brief that will see them work with media agency PHD, PR agency Richmond & Towers and creative agency Walker.

Tom McGirr, Executive Strategy Director at The Wild, said: “We are wildly excited to bring Pukka onboard. A stalwart of British chippies, Pukka is a big British name serving and celebrating the ‘real GB’ – those who are often forgotten by glossy campaigns. Honest, hardworking people who bring a bit of flavour to everyone’s days.”

Rachel Cranston, Head of Brand Strategy at Pukka said: “This campaign marks the beginning of a step change in our approach to social – and ultimately, a reappraisal of how Pukka tells its story across different channels. 

“We loved the ideas The Wild brought to the table and we’re excited to see this first campaign in our partnership go live.”