London, July 2025 – Quiet Storm has been appointed by The Compleat Food Group to help Wall’s Pastry build on its extraordinary momentum and reach new audiences with a bold new campaign platform launching this autumn. The agency was appointed without a pitch.
Launching from September 2025, the campaign will bring fresh humour and cultural relevance to Wall’s, establishing the brand’s personality and building on its category-leading status within sausage rolls.
The multichannel campaign will place Wall’s Pastry as a modern British staple, known and loved by many, but ready to engage a new generation of younger, on-the-go consumers.
Jason Manley, Brand Director at The Compleat Food Group, said:
“We want more people to see Wall’s in a whole new light – still the tasty, reliable favourite they know, but now full of personality and cultural relevance. Quiet Storm really understood that ambition, and we’re excited to see the brand step confidently into the spotlight.”
Massimo Fiori, Client Development Director at Quiet Storm, said:
“Wall’s is part of everyday British life. Lunchboxes, corner shops, service stations. It’s a classic people know, but may have taken for granted. We want to change that and get the brand firmly back in people’s hearts and minds where it belongs.”
ABOUT THE COMPLEAT FOOD GROUP
Formed in 2021, The Compleat Food Group is a new food group on a mission to create great quality, tasty and affordable food that people love to eat.
And we’re committed to doing it in a sustainable way that delivers a positive impact on the world and maximises the well-being of the communities we are part of.
At Compleat, we’re home to exciting brands including Pork Farms, Wall’s Pastry, Squeaky Bean, Unearthed, Vadasz, Wrights, Palace Culture, The Real Yorkshire Pudding Co and Harvey and Brockless. We’re also a leading supplier of delicious own-label pastry, sweet bakery, party food, olives and antipasti, continental meats, dips and sauces and plant-based food to the UK’s major retailers, as well as across foodservice.
Employing more than 5,500 people across 16 sites, we have an annual turnover in excess of £1bn and our ambition is to become the UK’s No 1 chilled prepared food company measured by ESG, culture and business performance. We are owned by European private equity firm PAI Partners.
ABOUT QUIET STORM
Founded by Trevor Robinson OBE in 1995, Quiet Storm is an employee-owned creative agency and production company that uses the power of creativity to make transformational change for businesses and brands. Clients include HARIBO, Chicago Town, On The Beach, Vimto, Google,The National Trust and Channel 4 & Lloyds Bank’s Black in Business. They are also responsible for founding Create Not Hate, a community interest company aimed at bringing underrepresented young people into the industry – in turn increasing diversity in advertising – and to help unlock business opportunities through diverse perspectives.
