Bray Leino Brings Home the Bacon with Mr Porky Win

Why It Matters

The partnership signals a strategic push to grow a niche, high‑margin snack segment despite regulatory pressure, and showcases how specialized agency insight can unlock new consumption occasions. It also highlights the importance of targeted media planning in a crowded savoury‑snack market.

Key Takeaways

• Bray Leino secured Mr Porky agency brief after competitive pitch.
• Campaign targets UK men under 44 in savoury snack market.
• Focus on expanding pork scratchings to new consumption occasions.
• Tayto uses agency insight to boost HFSS‑regulated snack category.
• Previous radio, OOH and darts sponsorship grew brand awareness.

Pulse Analysis

The UK pork scratchings market, long dominated by legacy brands, is poised for a resurgence as consumer snacking shifts toward indulgent, protein‑rich options. Tayto Group, the country’s largest family‑owned snack manufacturer, leverages its extensive portfolio—including Golden Wonder and Marmite snacks—to cross‑promote Mr Porky. By positioning scratchings as the go‑to choice for specific savoury moments, the brand aims to capture incremental spend from a demographic that still values traditional, bold flavours.

Bray Leino’s win reflects the agency’s deep understanding of the category’s regulatory landscape and audience psychology. Their prior work, notably the 2021 radio partnership with TalkSport and the 2024 darts sponsorship, demonstrated an ability to blend mass‑reach media with niche cultural touchpoints. The new strategy zeroes in on men under 44, using a mix of digital, out‑of‑home and sport‑aligned placements to embed the brand into everyday occasions such as game nights and pub visits. This data‑driven targeting is designed to increase purchase frequency rather than merely expanding the consumer base.

Navigating HFSS (high‑fat, sugar, salt) restrictions remains a critical challenge for snack brands. By aligning creative messaging with compliance—emphasising the unique texture and flavor of pork scratchings rather than health claims—Mr Porky can sustain shelf visibility without breaching advertising rules. If successful, the campaign could set a benchmark for other high‑regulation categories, illustrating how precise audience insight and strategic media planning can drive growth even in tightly controlled markets.