Pasty Presto rebrand

This case study describes how Pasty Presto, the Cornish pasty shop chain, was able to use brand styling and tone of voice to give the company a renewed vigour and help differentiate itself on the high street.

Pasty Presto rebrand

Campaign details

Category name: Food & drug retailersAgency: AbsoluteAdvertiser: Pasty Presto

Executive summary

The business was founded in a Cornish fishing village, Mevagissey, in 1994. Steve Grocutt saw an opportunity to employ a local butcher’s wife to make and sell pasties to tourists from a small shop. Its early success saw the birth of Pasty Presto, which enjoyed steady growth over 20 years, reaching 30 shops nationally.

Following the introduction of the ‘Pasty Tax’, the mass of press coverage on obesity and healthy eating, as well as London 2012’s effect on tourism, turnover dropped, and...

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