King Pie is a cherished South African brand, often celebrated as the nation’s favorite pie and regarded as a heritage icon by many. Founded in 1990 as a single open-style bakery, King Pie quickly evolved into one of South Africa’s most successful quick-service restaurant (QSR) franchises. Today, it boasts over 300 franchise locations throughout the country. The menu features beloved classics that have stood the test of time, while the company continues to innovate, as seen in 2023 with the launch of their plant-based pie range. Rooted in South African heritage, King Pie aspires to achieve world-class standards in quality, taste and value.

As a heritage brand, King Pie faced significant obstacles in transitioning to digital marketing, risking a decline in relevance and connection with modern consumers. Despite lingering public affection for King Pie, its relevance among consumers had diminished. A substantial effort was required to acquire new customers, retain existing ones and encourage upselling.

Vetro Media began collaborating with King Pie in 2014 with a campaign between King Pie and Tropica. In 2015 we ran loyalty and rewards campaigns that developed into the successful King Pie Royal Rewards programme that it is today. By 2018, Vetro Media had taken on the role of King Pie’s lead digital agency, overseeing social media marketing, Google, SEO, website development, digital promotions in-store and mobile marketing. By 2020 King Pie had established a robust online presence with engagement rates significantly exceeding industry averages, ensuring that the brand remained top of mind in the digital age.