London, 15th April 2026 – Mr. Porky, the number one brand in pork scratchings, has appointed creative communications agency Bray Leino as its lead creative and media agency, following a two-way competitive pitch.
Bray Leino will now partner with Mr. Porky on creative and media planning, with a brief focused on driving rate of sale among non-rejectors by stealing share from the wider savoury snacking category. The work will aim to nudge those already partial to scratchings towards buying more frequently, by unlocking additional savoury occasions where only a pork scratching will do.
The activity will target a broad savoury snacking audience, with a particular focus on men aged 44 and under.
Matt Smith, Group Marketing Director at Tayto Group Ltd, said: “Bray Leino stood out for the strength of their strategic insight and their clear understanding of audience emotions and need states. Creatively, they were right on the money, and we have a high level of confidence in the quality of their media planning team. We’re excited to be working together on the next chapter for Mr. Porky as we continue to show that there is No Matching a Scratching.”
Kate Cox, CEO at Bray Leino, added:“Mr. Porky is an iconic and legendary name in FMCG, and this is a fantastic opportunity to challenge the category and make scratchings a core part of people’s snacking repertoire. We understand how to operate in markets with complex regulatory challenges, and there are few categories more demanding than pork scratchings within HFSS regulations. We’re really looking forward to getting started.”
Bray Leino previously worked with Mr. Porky on a successful darts sponsorship activity in 2024 – the largest ever marketing campaign for the category.
