Vegetarian savoury pastry brand Higgidy has announced the appointment of Sarah Jackson as its new Marketing Director.
She has joined the business from Mexican restaurant chain Wahaca where she was Head of Marketing. However, Jackson has over 10 years of experience within the FMCG sector after starting her career on a Unilever graduate scheme from where she moved into Brand Manager roles across UK Foods and then became Senior Strategy Manager across its global haircare range. Other roles include Head of Marketing at British baby and toddler brand Little Freddie’s.
Rachel Kelley, CEO at Higgidy, commented: “Sarah possesses the perfect blend of experience with her outstanding expertise in marketing strategy combined with agile implementation, these skills will be crucial in the development of the Higgidy brand moving forward.”
Jackson added: “Higgidy is in the midst of an exciting time of growth and innovation. This evolution presents a huge opportunity for the business and I’m delighted to be part of the team driving this forward.”
The appointment comes as the brand launches its first advertising campaign to support its growth plans. Focused around Higgidy’s pie range, the ‘Baked Generously’ ads aim to showcase the brand as leaders of quality and provenance.
The ads will run for six weeks on YouTube and form the first part of a year-long ATL campaign series which will see the brand increase its media investment by 294%.
Kelley said: “Our competitors are increasingly using paid media to reinforce their brand credentials. As a brand that has a strong heritage in purposeful delicious savoury pastry, we now need to venture beyond instore marketing so we are reaching more people with our story.
“We believe our major investment in advertising this year will not only continue the positive momentum we have experienced during the last 18 months, but also position Higgidy as the preferred choice when it comes to innovative, quality veggie-led products.”
