Brownings the Bakers invites UK-wide participation to mark Kilmarnock Pie Day, highlighting local heritage and national reach while supporting charity.
Kilmarnock, Scotland – Brownings the Bakers has launched a nationwide photo competition to commemorate Kilmarnock Pie Day on Saturday, 12th September 2026, aiming to showcase the expansive reach of its renowned savoury product across the UK. The initiative forms a central part of a broader campaign designed to elevate the pie’s status as a national food icon, foster community engagement, and raise vital funds for Ayrshire Cancer Support.
What originated as a cherished local favourite in Kilmarnock has evolved into one of Scotland’s most emblematic bakery items, now savoured by consumers throughout the country and delivered to homes nationwide. This year’s Kilmarnock Pie Day invites customers to submit photographs of their Kilmarnock Pie in locations that hold personal significance, offering the chance to win a year’s supply of pies. Brownings the Bakers, a family-run enterprise established in 1945 by John Howie Browning and his wife Margaret, is one of Scotland’s largest traditional craft bakeries.
The Kilmarnock Pie itself boasts a distinguished pedigree, having garnered multiple accolades, including being named the Best Steak Pie in Scotland three times, most recently in 2024. It has also received the title of Best Pie in Scottish Football on numerous occasions, including in 2014 and 2019, and even Best Pie in British Football. Originally crafted for Kilmarnock Football Club, the pie was known as “Killie Pie” until a trademark dispute with the club in 2017 led to its rebranding as “Kilmarnock Pie” for retail. Brownings has supplied the pie to the club since 2003 and served as the main shirt sponsor for Kilmarnock FC from 2020 to 2023, an association that saw them become the first official kit sponsor of Kilmarnock Women FC.
Declan McMahon, Managing Director at Brownings the Bakers, underscored the significance of the event, stating: “Kilmarnock Pie Day is a celebration of a product we’re incredibly proud of and, more importantly, the skilled Brownings team who make it every day. Their craftsmanship, care and dedication have helped turn the award-winning Kilmarnock Pie from a local favourite into a product enjoyed across Scotland and beyond.”
McMahon further highlighted the pie’s extensive retail footprint: “Today, the Kilmarnock Pie can be found in Brownings stores, Aldi, Sainsbury’s, Morrisons, Asda, Co-op, Clydebank Co-op, Scotmid and SPAR stores across Scotland, as well as through our UK-wide delivery service. We’re proud that a pie made right here in Kilmarnock carries the name of our town wherever it goes, and Kilmarnock Pie Day is a chance to celebrate the people who make it and the customers who continue to support it.”
The wider campaign aligns with Scottish Food & Drink September, a month-long celebration running from 1st to 30th September 2026, which champions Scottish produce under the theme ‘Every Bite Tells a Story’. This provides a timely platform to highlight Scottish culinary craftsmanship and the rich heritage behind products like the Kilmarnock Pie. The savoury pie market in the UK demonstrates robust growth, with annual consumer spending on savoury pies reaching £1 billion and 75% of Britons consuming a pie at least once a month. The UK savoury and deli foods market, which includes pies and savoury appetisers, registered a compound annual growth rate of 6.01% between 2019 and 2024, with forecasts predicting continued growth to £12.72 billion by the end of 2027.
Beyond the competition, the campaign incorporates community engagement projects and charitable fundraising for Ayrshire Cancer Support. This charity, operational since 1982, provides free practical and emotional assistance, including patient transport, counselling, and well-being services, to individuals and families affected by cancer across Ayrshire.
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Competition Details:
To enter the competition, participants must:
- Take a photograph featuring a Brownings Kilmarnock Pie.
- Post it publicly on Facebook or Instagram.
- Tag Brownings.
Creative entries, particularly those featuring notable landmarks or imaginative settings, may receive up to five entries at the judges’ discretion. No purchase is necessary, and photos can be taken anywhere a Brownings Kilmarnock Pie is available, including in participating retail stores.
One winner will receive up to 10 Kilmarnock Pies per month for a year, totalling up to 120 pies. The competition runs from 3rd September 2026 to 13th September 2026 and is open to UK residents aged 18 and over within Brownings’ delivery area. Full terms and conditions apply.
