Pie Face unveils Australia’s biggest meat pie ever via Magnum PR and Bondi Advertising
This morning saw Pie Face unveil Australia’s Biggest Meat Pie in Darling Harbour to kick off Australia Day weekend celebrations via Magnum PR and Bondi Advertising.
Handcrafted by Pie Face, the pie measuring 1.2 metres diameter and weighing 70 kg – 304 times the size of a regular pie – is the biggest meat pie on record in Australia. Filled with litres of gravy and prime Aussie Angus beef, the aptly timed media activation was designed to celebrate Aussies’ love of pies with 3.3 million meat pies consumed in Pie Face stores alone every year (or 9,041 a day).
News crews from Channel 9 and Channel 10 attended the unveiling with Channel 9’s Today Show airing two live crosses. The activation was fully integrated across social media platforms and combined with breakfast drops to key national TV and radio stations leading to coverage across multiple networks.
Says Ben Macpherson, Pie Face chief marketing officer: “The meat pie is a true Aussie staple and such an obvious connection for the brand on Australia Day. We wanted to bring this to life with a tried and tested activity to engage our fans and kick off Australia Day with a bit of fun.”
Created by Pie Face chief baker, Francois Cointrel, the team had to custom build a massive pie tin and bring in a forklift truck to accommodate the creation, which took twelve hours to bake in a heavy duty oven.
14 Comments
That’s not advertising.
Sadly nowadays it is.
Pieface:we need to do something really big for Australia Day
Agency: how about a big pie?
Genius…
I know theres little going on right now but why is this even on a creative blog? Is there any interactivity other than just eating it?
Free national TV exposure. Terrible. Pie Face must be gutted.
no wonder Thommo bailed
Creative snobs: ummm that’s sooo not creative
Pie Face: we just got hundreds of thousands of dollars worth of free publicity by staging a low-cost media stunt…genius
It’s so Aussie to make big icons. I love that an Aussie pie company made a big pie. I’m surprised it was never done before. They should have made a big beer go with it!!
Problem is when agencies present such low brow crap like this that anyone can come up with, clients will quickly realise they don’t need them anymore. Regardless of how many morons watch it on breakfast tv.
CB rule no 1: never defend your own work. Looks desperate.
The joke is this sort of fun but low rent radio station / breakfast TV promo is now being touted as ‘fully integrated across social platforms yadda yadda …’
It’s a nice little promo. It’s how its being touted that makes it seem ridiculous.
i think they should have dialed up the PR shot. these guys really should look more excited about a pie.
“Let’s do a big pie.”
“OK.”
“Great. Time for morning tea.”
Really ‘I know!’, you have no idea how much work went into coming up with the big pie.
First there was the little pie idea, which had some promise but didn’t seem differentiated enough. Then came the medium-sized pie idea, which was when it started to get interesting. The quite-big pie idea was almost there, but didn’t seem big enough. Then someone suggested the big sauce sachet, which while exciting, turned out to be a dead end.
Then, finally, it all come together in the ‘big pie’.
“Whew. Time for morning tea.”