Mrs Mac’s launches brand campaign via King Street

13 October 2021

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Rolling out more pies and pastries.

Australian bakery Mrs Mac’s has released a new campaign to coincide with the relaunch of the iconic brand.

The campaign has been developed to support the brand relaunch and showcases its bakery heritage and passion for making great-tasting pies.

It went live in New Zealand on October 18 and will be executed across TV. The Australian launch will follow.

The Perth-based business dates back to 1954 when Ken McGregor (Mr Mac) established a pie and cake wholesale business. It remains a family-owned bakery.

The popularity of the products has continued: consumer research commissioned by Mrs Mac’s through Faster Horses Consulting (March 2021) showed 70% of consumers across Australia and New Zealand enjoy pastry products such as pies and sausage rolls.

Mrs Mac’s marketing manager Sam Tomeo says the campaign involves rolling out the new bakery range across grocery, petrol and convenience, and food service channels:

“We are excited to rollout 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 communication was developed locally in Perth and the creative team leveraged historical Mrs Mac’s memorabilia, which has been included in the background of the new TVC. The media component of the campaign was developed and executed by Avenue C.

Client: Mrs Mac’s
Sam Tomeo – Marketing Manager,
Ethan Dawson – Graphic Designer / Digital Coordinator
Angela Caulfield – Assistant Brand Manager

King Street:
Nicole Beer – Senior Producer,
Pete Townsend – Director DOP
Anneliese Sullivan – Writer
Ellen Treharne – Art Director

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