Mrs Mac’s takes brand forward

By AdNews | 6 May 2005

PERTH: Australian meat pie lovers should brace themselves for a bit of a shock - Mrs Mac's is going new age. The West Australian-based pie brand, which for years has been the Aussie bloke's staple, is looking to attract an entirely different fan base with its latest promotion. While the brand will still target carnivores with its 14 different kinds of meat pies, it has diversified to include an unusual line of sausage rolls, with a vegetarian offering alongside new gourmet satay beef and bacon & cheese offerings. The move is just one of a number of radical changes for Mrs Mac's, which in recent weeks has also engaged a new agency to help refresh the brand's corporate identity in both the Australian and New Zealand markets. The first campaign by Cooch Creative, which partnered with media agency Starcom to land the account, breaks this Sunday (8 May) and is a play on the brand's resurrected tagline: "If it's not Mrs Mac's, take it back." The campaign will launch across every state except Northern Territory, supported by radio and point-of-sale. Mrs Mac's marketer manager Merilyn Elson said the brand's target audience was notoriously difficult to reach, limiting the ways the brand could get its message across. Elson said the agency's new radio and outdoor work and the subsequent new product lines had created a fresh synergy that would help move the brand forward. "In the past, we have used a number of different creative people, often students or individuals. This has worked quite well for us. [But we were] looking to work with a group that can get to know our brand and help to build a consistent message over time."

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