Patties 50th Anniversary

In 2018, Herbert Adams is not your predictable freezer aisle pie. The century-old pie maker is drawing from ingredients and experience to deploy a national TV, print and outdoor campaign that launched this June.



The Herbert Adams rebrand includes a complete logo and packaging overhaul with an abundance of premium party and single-serve pie and pastry flavours – each exemplifying Herbert’s pie-oneering spirit. The range leading the relaunch is Herbert Adam’s wine infusions range with wine sourced from the Swan Hill region.

The new packaging includes tempting side-dish recipes including a warm potato salad with dill, and an apple, rocket and walnut salad.

Patties Foods GM of Marketing & Innovation, Anand Surujpal says of the new Herbert Adams, “With winter here and the convenience of eating at home becoming stronger, we are seeing the premium quality pie category growing rapidly.”

 "Herbert Adams’ new irresistible pie flavours and packaging are a result of listening to our consumers about the simple at-home pleasures like a glass of red wine at dinner. For the new Herbert Adams wine infusions pies in particular, we took this insight and made it into an opportunity for innovation by combining the best boutique local wines with 8 hour slow-cooked Australian beef...simply delicious!” says Anand. “We are thrilled to be giving consumers what they want - a moment to savour with a mouth-watering Herbert Adams gourmet pie in a modern way.”