UK-based pork pie manufacturer Dickinson & Morris is planning to drive increased sales of its Melton Mowbray brand by raising brand awareness through a number of consumer promotions.

The company is a leading player in the premium pork pie category, with sales increasing by 30%.

For a ten week period from 21 May on pack promotions will offer two for one entry into English Heritage sites. Additionally, a programme of product sampling at high profile outdoor summer concerts will reach over 100,000 people, the company said.

Commenting on the promotional drive, brand manager Judith Constable said: "With 150 years of baking expertise our brand is the epitome of heritage and tradition, which is why we chose to link up with English Heritage, as we are certain this will appeal to our core consumer.

"But while we want to nurture our traditional loyal buyer we also have a growing, younger market of D&M consumers that demands, and is prepared to pay for, quality in every eating occasion whether that is in a top-notch restaurant or having a picnic in the park  Together the concert sampling and two for one English Heritage promotion ticks a lot of boxes in terms of reaching our core audiences, communicating our authentic Melton Mowbray pork pie offer and delivering great support for our major retailers in the summer months."

Radio advertising, money off coupons and strategic consumer advertising is also planned throughout the summer.