Australia's largest online tradie marketplace, Hipages, has teamed up with Harry's Café de Wheels to introduce a 'Tradie Pie'. The campaign, developed by earned-first creative agency, We Are Different, has been rolled out across earned, owned, social and retail channels. The 'Tradie Pie' is a nutritionally balanced meal designed specifically for tradespeople, aiming to help them refuel and manage their workload with Hipages.

The pie is a first in the 80+ year history of Harry’s Café de Wheels to feature a wholemeal pastry. The aim is to assist with fullness, digestion and a slower burn of energy throughout the day. The 'Tradie Pie' is now available at all Harry’s stores across New South Wales.

Nick Ellery, Vice President of Marketing at Hipages, said, “Our mission has always been to help support Aussie 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.”

Stuart Terry, Founder and Director at We Are Different, also expressed his excitement about the campaign. He 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. We’re thrilled not only with the brand ambition, but the collective results we’re able to achieve together.”

This collaboration between Hipages and Harry's Café de Wheels not only offers a practical solution for tradies but also represents a unique marketing approach that combines food and service industry. It's a noteworthy example of how brands can create meaningful connections with their target audience through innovative product offerings and strategic partnerships.