Pouch

How do you introduce a traditional South African favorite to a U.S. college town? For the Enslin family, creators of irresistibly delicious meat pies, the answer lay in their own story. Inspired by Papa Enslin’s lifelong adventures traveling the globe and savoring diverse culinary traditions, the family brought generations-old recipes to life, infused with rich, global flavors.

The goal was simple yet ambitious: transform treasured family recipes—and the stories behind them—into a fresh, vibrant dining brand that could captivate and satisfy an entirely new audience.

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Respect, love, and laughter became essential ingredients in bringing Pouch to life. Early tasting sessions quickly evolved into lively photo shoots, highlighting the pies’ “portable deliciousness” and capturing the essence of the brand.

With mouthwatering visuals and strategic marketing, the grand opening campaign culminated in a memorable launch, warmly embraced by the Athens community and officially welcomed by the Mayor himself during a celebratory ribbon-cutting event.

Post-launch, integrated marketing campaigns continued building on this early momentum, celebrating community enthusiasm and converting curious first-timers into devoted regulars—affectionately known as “Frequent Pie’rs.”

These passionate brand ambassadors solidified Pouch’s status as a beloved Athens landmark, cementing its reputation as a must-visit destination, and forever associating the phrase “you gotta try this” with the Pouch experience.