Iconic bakery Mrs Mac’s is launching a new brand campaign via King Street. The campaign has been developed to support the brand relaunch and showcases its bakery heritage and passion for making great tasting pies.
Consumer research shows pastry products such as pies are more popular than ever, and despite lives constantly changing through technology and cultural influences, consumers love affair for the humble pie remains constant and connect us to our colonial past. Mrs Mac’s, which has been baking since 1954, has played a pivotal role in elevating the humble pie into a national icon.
Says Sam Tomeo, marketing manager at Mrs Mac’s: “We are excited to roll-out the new communication which continues our history in developing disruptive campaigns and leveraging one of the most famous taglines, if it’s not a Mrs Mac’s, take it back! The new campaign will go live in New Zealand first and then Australia. The campaign has been synchronised with the relaunch of the brand and involves rolling our new bakery range across grocery, petrol and convenience and food service channels.”
The new communication has been developed locally in Perth, via The Brand Agency’s production facility King Street, and the creative team leveraged historical Mrs Mac’s memorabilia which has been included in the background setting of the new TVC. The media component of the campaign has been developed and executed by Avenue C.
Sam Tomeo – Marketing Manager, Mrs Mac’s
Ethan Dawson – Graphic Designer / Digital Coordinator, Mrs Mac’s
Angela Caulfield – Assistant Brand Manager, Mrs Mac’s
Nicole Beer – Senior Producer, King Street
Pete Townsend – Director DOP, King Street
Anneliese Sullivan – Writer, King Street
Ellen Treharne – Art Director, King Street