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How Pukka Pies Pivoted To TikTok Without Alienating Its Core 55+ Customer

Pukka Pies have long been a staple of British fish and chip shops and football matches but now the heritage brand is looking to grow outside its 55+ base and capture younger demographics by switching to a social-first strategy.

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The stage is set for brands to jump on TikTok s influencer marketing boom

Some brands, including P&G and Dunkin are working with huge names like Charli D’Amelio / TikTok After a lockdown-fueled rise in popularity, influencer spend is booming on TikTok So, what do brands – and their agencies – need to know about partnering with creators on the burgeoning platform? In the last 24 months, Bytedance-owned short video platform TikTok has hit the 100 million daily user mark in Europe and grown its subscriber count by 800% to reach the same number in the US. In China, sister app Douyin is used by 600 million people each day. The numbers speak for themselves: TikTok is popular, and it’s spawned a new era of ‘micro-entertainment’. From Sea Shanties to baked feta pasta recipes, make-up tutorial activism to dance compilations, the app’s secret sauce lies in short form content that doesn’t take itself too seriously, a familiar self-directed friends feed and an exploration hub powered by algorithms.

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