hipages unveils the ‘Tradie Pie’ via We Are Different

By AdNews | 19 March 2024

Australian online marketplace hipages has launched a campaign to help Australian tradies have a more productive day on the tools. 

Launched in partnership with pie company Harry’s Cafe de Wheels, the campaign features a first-of-its-kind ‘Tradie Pie’ which has been nutritionally balanced and made specially for tradies, to help them refuel and tackle their workload with hipages.

Developed with nutritional guidance from dietitians, The Tradie Pie is the first in Harry’s Café de Wheels’ 80+-year history to feature a wholemeal pastry, helping with fullness, digestion and a slower burn of energy throughout the day.

The campaign was developed by earned-first creative agency We Are Different and has launched across earned, owned, social and retail channels. 

Hipages vice president of marketing Nick Ellery said the platform's mission has always been to help support Australian tradies both on and off-site.

"And the Tradie Pie achieves exactly that. 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," he said.

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

"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," said Terry.

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

The ‘Tradie Pie’ brought to you by hipages and Harry’s Café de Wheels is available now at all Harry’s stores across New South Wales. 


Client: hipages

Partner: Harry’s Cafe De Wheels

PR & Creative: We Are Different 

Production: Spilt Milk 

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