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A box of packed potatoes.

Pipers Social

Taking Pipers from challenger brand, to successful Pepsico acquisition.

CLIENT

Pipers Social

Department

  • Social

  • Studio

Pipers produce high-quality, flavour-focussed artisan crisps for a discerning audience of ‘life crafters’ – a group that falls within ABCD-1 demographics. They’re sold through a retail network of supermarkets, pubs, delis and farm shops—a callback to where they started.

Pipers Sweet Chilli flavour shown on a lunch table with bread, salad, water, and various dips.

Our Mission was to help make Pipers an investable entity.

…which attracted the attention of Pepsico. We created a stand-out brand that made noise in the snack sector. The brand was changing hands, but the task was not to let it become a corporate property—instead, set the personality and tone that would attract a new customer whilst not alienating the existing fanbase.

Pipers Kirkby Malham Chorizo crisps on a table with red wine and olives.
Pipers Great Berwick Longhorn Beef Crisps shown on a table with beer, scrabble, and peanuts.
Pipers Great Berwick Longhorn Beef crisps on a table with a stout.
Pipers sign swinging on a wooden post with bunting.
People eating large bags of Pipers crisps in the Sun with sunglasses on.
Three different Pipers Crisps flavours sticking out of a popcorn with a bokeh background.

Creating culturally relevant, community-modelled content.

We wanted the product in both a physical and digital environment so our strategy majored in events and social media. We created culturally relevant, community-modelled content and invented a series of touchpoints where we could put tempting, delicious snacks in front of hungry eyes with a regular tempo and consistent frequency.

Streams going off in front of a
A picnic with Pipers crisps, a bottle of champagne in an ice bucket, beer, and wine.
Pipers crisps in a farm box on a shelf with a tote bag hanging next to it.

Heritage & humanisation, Pipers Crisps is not owned but borrowed.

The brand is not only a commodity traded by big parent companies, it started with love and passion that carries on. Our social team understands that Pipers Crisps is a heritage brand—not owned but “borrowed”.

Capitalise trending months with seasonally relevant content.

We capitalised on trending months that already had a substantial audience swell and conversation building. This allowed us to tap into trends and social chatter to have an opinion at a time that mattered.

A green packet of Pipers Cider Vinegar & Sea Salt Crisps on a picnic-style table with ketchup, buns and a knife and fork.

The product was always the hero of the story.

Regular product positioning was at the forefront of all of our storytelling… keeping it omnipresent, always on and always relevant.

Overhead shot of a yellow packet of Pipers Lye Cross Cheddar & Onion Crisps on a picnic-style table including salsa, salad bread and a teatowel.

Relevant cultural content and moment-in-time marketing.

We targeted specific communities at specific times to get the conversation rolling—when it was already moving—carefully adding flavour when it was called for.

Pipers crisps in a farm box on a shelf with a tote bag hanging next to it.
Pipers Crisps lined up in a marquee style tent with wooden crates.
Pipers Crisps stall with various teenagers sitting on the grass under the sun.

Regular returning favourites, “the usual, please”

Serialised content streams that would return in an episodic format for an expectant audience we knew were waiting and eager to engage.

An Origami-style
Pipers origami instructions.
Social media poster advertising Pipers Crafts to make a Lye Cross Cheese block with origami.

We made paid advertising campaigns pay for themselves.

Return on ad spend was analysed for every penny made. We used “Paid” to amplify content that was already working to make it really fly!