Jus-Rol, the pastry people — part of General Mills — needed to invigorate pastry sales in their slowest month, March. The brief was simple: come up with a campaign idea to sell more of Jus-Rol’s pastry to chefs and industry professionals at a time when sales typically start to dip.
Our challenge lay in creating a memorable campaign that stood out in a busy market and stayed fresh year after year — driving an increase in sales during a month that is usually slow due to the seasonal shift to spring, when pies, pasties, and savoury pastries are less popular.
As part of the team behind its initial conception, we created, registered, and launched a National Week celebrating pies in March, driving consumer interest and securing coverage across prime-time TV, radio, and major media outlets. This galvanised footfall for pubs and restaurants, boosting their sales and, in turn, pastry sales across the entire category. It also established British Pie Week as a cherished national fixture in Britain’s culinary calendar. Safe to say, Jus-Rol’s sales grew throughout March, with piqued interest in British Pie Week continuing to this day.
