Wall’s Pastry - When Hunger Calls, Grab a Wall’s

The UK’s leading sausage roll brand, underwent a major transformation to boost consumer engagement and modernise its image. Despite strong sales, the brand faced low awareness and limited appeal among younger audiences. The relaunch introduced its best-ever sausage roll recipe and bold new packaging, while expanding the product range to suit diverse consumer needs, including food-to-go options and new formats like Pizza Pies and breakfast items.

A dynamic marketing campaign featuring the Wallsy mascot and the tagline “When Hunger Calls, Grab a Wall’s” drove nationwide awareness and trial. The result was a sales boost to over £63m, a 30% value increase, and 488,000 new shoppers, solidifying Wall’s position as the third-largest Chilled Savoury Pastry brand in the UK.