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Turner’s Pies is a family-run business with deep roots on the South Coast. What began as a single shop in Bognor Regis had grown into a small but beloved chain of pie shops, known not just for their loyal customer base, but for winning top honours at the British Pie Awards multiple times. Traditional, handmade, and proudly local, their pies had earned a place in the hearts (and homes) of thousands.
But the team had ambitions to go further. They saw the opportunity to expand beyond their physical shops by launching an ecommerce arm of the business, allowing people across the UK to order their award-winning pies straight to their door.
The goal was to scale the business in a sustainable and modern way, without compromising on quality or brand values. Turner’s needed a strategy to launch their new ecommerce venture, not just a website, but a fully integrated campaign to support a smooth, successful transition from local favourite to national name.
They appointed Wildfire as consultants to help develop the strategy, create the campaign, and bring the new online brand – Pies by Post – to life.
We began by working closely with the Turner’s team to shape a clear plan for launching Pies by Post, defining the product offer, positioning, and the best routes to market. Our goal was to make the new online business feel as warm, authentic and high quality as the in-store experience.
We led the development of a new ecommerce website, built with user experience and conversion in mind, and designed a full content plan to support the launch, including social media, promotional campaigns, data capture, and email marketing that would nurture customers through the full sales journey and maximise lifetime order value.
We advised on the online product range, pricing strategy, and how best to present the products visually. We organised and directed professional photo shoots to ensure every pie looked as good as it tasted, reinforcing the sense of care and quality behind the brand.
As it happened, the launch coincided with the onset of the first national lockdown. While the world shut down, the demand for online food orders skyrocketed, and Pies by Post offered a timely (and comforting) solution. Loyal customers who couldn’t visit the shops were still able to get their favourite pies, and a whole new national audience discovered what made Turner’s so special.
The business grew quickly – and sustainably. We continued to support the brand behind the scenes, and helped them recruit and train an in-house marketing team to take on day-to-day delivery. This meant their marketing resource could support not just the ecommerce venture, but the wider business and retail locations too.
Since then, Turner’s has continued to thrive, with a well-established national online customer base and a growing profile. The director’s appearance on The Apprentice gave the brand even more visibility, and Turner’s Pies has cemented its place as one of the UK’s most loved pie brands.
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