Pukka Pies

The job

Get it to air, correctly, every year.

I've been finishing Pukka's television since around 2019. A studio shoots it, the drives come to me, and I edit, grade, handle the footage and export it to full broadcast spec (audio and visual) so it can actually run.

It's the least glamorous thing I do and one of the most useful. Broadcast delivery is where campaigns quietly die: wrong loudness, wrong safe area, wrong codec, rejected. Being the person a brand hands the master to, year after year, is a trust position.

The masterbrand ad is the big one. New footage arrives from other studios throughout the year and it gets recut and regraded to keep up. I'm the one clipping it together. My job is making sure it's right.

One ad, every shape

World Flavours was the slices range: Mexican Beef, Jamaican Jerk Chicken, Indian Spiced Vegetable. Same creative, delivered at six, ten and thirty seconds, in 9:16, 1:1 and 16:9, because it had to run everywhere without falling apart.

I don't write these. The creative is studio-led. What I do is make sure the thing that airs is the thing everyone approved.

Context

Walker have led Pukka since 2018. In that time the brand has grown from £49.3m to £85.2m, outpaced its category by two to one, and won Grocer Brand of the Year.

That's the brand's achievement, not mine. But the seven years line up almost exactly with the seven years I've been getting their ads on air.

Radio

The masterbrand radio spot, delivered to broadcast spec alongside the TV work.