Hipages creates the ultimate pie for tradies, via We Are Different

Online tradie marketplace hipages has partnered with pie company Harry’s Café de Wheels to launch a first-of-its-kind ‘Tradie Pie’, via We Are Different, Mumbrella can reveal.

Motivated by its commitment to become the most trusted partner in the trade industry, the new campaign encourages Aussie tradies to be more productive on the tools.

The ‘Tradie Pie’, made specially to refuel tradies and tackle their workload, has been nutritionally balanced by expert dieticians. It features a wholemeal pastry, the first in Harry’s Café de Wheels 80-year history, to help with fullness, digestion and to prevent daily burnout.

“Our mission has always been to help support Aussie tradies both on and off-site, and the ‘Tradie Pie’ achieves exactly that,” said hipages’s vice president of marketing, Nick Ellery.

“In the same way that eating well can help you to get more done on the tools, hipages help tradies boost their job pipeline with more work. Not only do we have tradie’s backs, we’ve got their guts too.”

Developed by We Are Different, the campaign showcases the pie’s nutritional information, which explains how it is the perfectly-created pie for tradies.

“Hipages gets the power of earned-first creative, including its ability to hook in audiences in unique and compelling ways,” said Stuart Terry, founder and director at We Are Different.

“The ‘Tradie Pie’ delivers thumb-stopping content across earned, owned and social channels, helping build brand salience while creating a real-life moment where tradies can engage with the hipages platform.

“We’re thrilled not only with the brand ambition, but the collective results we’re able to achieve together,” he added.

The ‘Tradie Pie’ is now available from all Harry’s Café de Wheels locations across NSW.

The campaign has launched across hipages’ owned, social and retail channels.


Client: hipages

Partner: Harry’s Cafe De Wheels

PR & creative: We Are Different

Production: Spilt Milk


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