Case Study: How Thinkerbell NZ helped Muzza’s Pies go global with cat-flavoured dog pies

Case Study: Auckland is home to thousands of pie outlets, making it tough for a humble Kiwi pie shop to stand out. But Muzza’s Pies – a small shop in Mt Albert – has stolen headlines around the world; with an unlikely pastry.

In collaboration with creative agency Thinkerbell Aotearoa, Muzza’s launched Cat-Flavoured Dog Pies; a cheeky, dog-friendly treat made with rabbit and fish to mimic the distinct flavour of feline (without any actual cat, of course).

The idea was inspired by a curious gap in the market. “We discovered that 12% of Muzza’s customers had dogs. But, exactly 0% of pies were being sold to dogs,” says Regan Grafton, Thinkerbell Aotearoa’s Chief Creative Tinker.

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Predictably, the move sparked conversation online and on air – ranging from confusion to delight – with support pouring in from dog lovers, pie lovers, and even a few cat people. Most significantly, the campaign gave Muzza’s something money can’t buy: fame.

John Williams (pictured below), owner of Muzza’s Pies, has been leaning into the unexpected: “Lately, I’ve decided to say yes to more ideas for the business. So when Thinkerbell came to me with this one, I thought – let’s give it a crack.”

The risk is paying off, with Williams noting: “Every day someone tells me how much they love the idea… then they walk out with a pie. Can’t argue with that!”

“Sure, it’s ridiculous,” says Grafton. “But it’s also a great example of how marketing science, combined with the right idea, can make any business famous. Even a little pie shop at the edge of town.”

The gourmet creations are currently served from a miniature, dog-sized version of the bakery – with 10% of proceeds donated to Chained Dog Rehabilitation & Rehoming.

Client: Muzza’s Pies
Earned Agency: Thinkerbell Aotearoa

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