Mr. Porky appoints Bray Leino as lead agency

Mr. Porky has appointed Bray Leino as its lead creative and media agency following a competitive pitch process.

The agency will now handle both creative development and media planning for the brand, with a focus on increasing purchase frequency and expanding consumption occasions within the savoury snacking category.

Strategy targets increased consumption occasions

The brief centres on encouraging existing consumers of pork scratchings to purchase more frequently, while also expanding the brand’s presence within broader savoury snacking behaviours.

Activity will focus on a core demographic of men aged 44 and under, with the aim of strengthening brand relevance and increasing rate of sale among “non-rejectors” of the category.

Matt Smith, Group Marketing Director at Tayto Group Ltd: "Bray Leino stood out for the strength of their strategic insight and their clear understanding of audience emotions and need states. Creatively, they were right on the money, and we have a high level of confidence in the quality of their media planning team. We're excited to be working together on the next chapter for Mr. Porky as we continue to show that there is No Matching a Scratching."

Agency expands FMCG and regulated category experience

Bray Leino brings prior experience working with Mr. Porky, including a 2024 darts sponsorship activation described as a major campaign within the pork scratching category.

The agency notes its experience operating in tightly regulated FMCG environments, including products subject to HFSS restrictions, as a key factor in its suitability for the account.

Kate Cox, Chief Executive Officer, Bray Leino: "Mr. Porky is an iconic and legendary name in FMCG, and this is a fantastic opportunity to challenge the category and make scratchings a core part of people's snacking repertoire. We understand how to operate in markets with complex regulatory challenges, and there are few categories more demanding than pork scratchings within HFSS regulations. We're really looking forward to getting started."

The partnership aims to support category growth by strengthening brand positioning and increasing penetration within savoury snack occasions.

www.mrporky.co.uk

www.brayleino.co.uk

Follow Marketing Report on LinkedIn