A bIT OF BACKGROUND
Launched in 2003 Pieminister is now one of Bristol's most iconic food brands which had it's humble beginnings as an independent pie kitchen and restaurant in Stokes Croft Bristol. Today, Pieminister is a much-loved national brand with multiple restaurants across the UK and is stocked in supermarkets such as Sainsbury's and Waitrose.
This Summer saw Pieminister launch a range of pie-inspired soft serve ice creams and Hey! What? was presented with the challenge of shouting about it.
As Pieminister's first foray into a full video and animation production we wanted to make sure we produced something memorable that married well with their already tongue-in-cheek tone-of-voice.
In that respect, Pieminister was a perfect match for us and we salute their bravery in letting us run with our idea and special thanks to Olivia for agreeing to be our on-screen 'pie licker'.
Traditionally Pieminister's colour palette had featured a prominently masculine colour palette with lots of black and dark textures. We wanted to contrast with this and produce something full of bright colour that complimented their summer offering of soft serve. It was also important to ensure their was still continuity with their existing brand.
We collaborated with Anna-Louise from Peachy Queen who was invaluable with her experience as a creative TV and film producer and background with the BBC Food team. Together we produced everything from concept, script and storyboard through to edit, grading and animation.
"Working with the Hey! What? team was an absolute dream. They were professional, friendly and a lot of fun. They completely grasped our brand look and feel, resulting in a stunning video we are really proud of and has gone down a storm with viewers."
OLIVIA GILLESPIE MARKETING MINISTER, PIEMINISTER
We hope the finished result speaks for itself but the feedback from the team Pieminister has been extremely positive. On Facebook alone the video has received 13 times more views than any previous video posts. Combined with the freakishly hot summer weather this year, soft serve at Pieminister has literally gone down a treat!