Patties Frozen Foods Creating New Benchmark For “Premiumisation”, Says Marketing GM
Classic Australian brand, Patties, is breathing new life into its crowd-pleasing party favourites. To celebrate this, and the fact that the brand turned 51 this month, Patties held a killer party on Sydney Harbour.
The event also marked the Patties brand officially stepping out of party pies and sausage rolls and into a full range of adult-friendly entertaining and bite-sized options for grazing.
Following the event, B&T spoke to Patties GM of marketing and innovation, Anand Surujpal (pictured below), about how the Aussie brand keeps things fresh.
As such a historic brand, how does Patties keep things relevant? And what are the challenges in doing so?
Over the last 12 months, we’ve introduced Patties Foods’ innovation framework, Patties Innovation Ecosystem (fondly known as P.I.E.) – a company-wide initiative on new product and brand development. The P.I.E. ecosystem is made up of five key pillars, which look to drive business-wide innovation; consumer and shopper insights, technology, discipline and process, business culture and senior leadership support.
The objective of P.I.E’s technology pillar is an e-platform that is able to rapidly evolve Patties brands in-line with market needs. This means continually challenging the “frozen food is boring” paradigm to deliver value to frozen pies and sweet categories.
P.I.E aims to bring people from all facets of the organisation together to formulate new and exciting products, while also extracting meaningful consumer insights that motivate change in the FMCG sector.
We have seen successes since using P.I.E. It has been a key contributor in reversing the decline of the frozen savoury category with growth up 4.7 per cent versus a decline of 3.6 per cent in the previous year. In fact, our new vegetarian range of quiches and vegetarian rolls was the first range conceptualised through P.I.E and is now in-store for consumers to enjoy.
What are some food marketing trends you see emerging in 2019?
In 2019, consumers are consistently asking for more entertaining or bite-sized options for grazing and simple new ways to make food look irresistible for guests.
Australians are embracing the notion of easy, yet effortless get-togethers with finger food to match that sentiment.
So, we listened and created more grown-up options, like our three delicious quiche flavours; quiche Lorraine, Spinach & Feta and Caramelised Onion & Cheddar Cheese. We have also included ways you can personalise your products at home. Consumers can now add their own special touch to Patties products by following the simple recipes on the side of the pack.
What’s next for Patties ?
We recently extended Patties food group by launching our first chiller brand – Ruffie Rustic Foods. Now available in Woolworths, this is a new range of quiches and frittatas using wholesome, real ingredients with visible goodness and quality that the consumer can see and taste, including perfectly imperfect crispy burnt edges.
Conceptualised in just six months, Ruffie Rustic Foods aims to diversify Patties’ brand portfolio into the Chiller while acting as a category driver and creating a new benchmark for premiumisation in the supermarket chiller.
What are you excited to achieve in 2019?
Patties finger food products are intuitive to what flavours and ingredients are trendy and important to consumers right now. Plant-based eating is now leading health-based searches for recipes online in Australia.
Consumers had been asking us about vegetarian options and we wanted to give them something irresistible and satisfying, this spring we have developed a new vegetarian range of finger food to ensure Patties has a product for everyone to enjoy. And we are excited to lead this emerging trend.
Latest News
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
Disney's Tim Farmer shifts over to rideshare company DiDi. Taking with him his Donald Duck coffee mug & mouse ears.
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
The question remains: what will we see first? The end of cookies, alien invasion or Jesus's second coming?
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
It's a Fast 10 with Scoundrel's Tim Bullock. Make it sound even faster by sucking on helium while reading it.
Outbrain Snatches Chris Oxley From Foxtel Media
Foxtel's Chris Oxley shifts over to Outbrain, but not before having his press photo taken in the wilds of the Daintree.
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
Like to quell the road rage with super cute pics of fluffy marsupials? This outdoor's just the ticket.
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media calls on the government to add super payments to carers' payments. Remains silent on AUKUS, however.
In A Fragmented World, Engagement Is King
Today, B&T TV's talking fragmentation & engagement. But not in a down-on-one-knee sense of the word.
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Kyle & Jackie O finally arrive on Melbourne radio. As yet, no sign of the monotonous and bitter AFL-NRL debate.
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.