Mrs Mac's Pie-oneer Campaign

The Brief

As part of the overall Mrs Mac’s marketing strategy, which looked to encourage fans to enjoy the ‘Satisfyingly Simple’ taste of a Mrs Mac’s pie. We suggested driving pie fans to “pitch” their most creative, tasty and ultimately Aussie-iest pie recipes, with the winner determined by public vote.

The Response

Our team at Firefly360 partnered with Nova radio nationally driving fans to submit over 2,400 recipe ideas in just three short weeks. The Grand Final reached over 171,000 people on social media alone and then delivered more than 10,000 votes for the winning Pie-oneer creation – the NSW’s Rebecca Watkins’ Mrs Mac-Taco Beef Supreme.