Mrs Mac's


Started by the Macgregor family in 1954, Mrs Mac’s has grown to produce over 100 million pies, rolls and pasties for Australia and New Zealand -with a special place in Western Australia’s heart as the largest pie and sausage roll maker in the State.

The Brief

In 2018, we were briefed by Mrs Mac’s to develop a long-term plan to broaden the market base beyond traditional audiences and grow awareness nationally, with a focus on WA and untapped Queensland and Victorian markets. Specific campaign targets were set around cost efficient reach (CPM), Share of Voice, Engagement (8%+) and overall brand recall metrics.

The Challenge

With an increased focus on healthy eating and perceptions around pies being unhealthy, our challenge was to make Mrs Mac’s the convenience food of choice against brands with significantly higher marketing budgets.

The Solution

We’ve worked closely with Mrs Mac’s to devise a long-term social media strategy built on the philosophy of 60% brand awareness and 40% direct sales driving activity.

We worked with Mrs Macs to develop a single-minded creative expression to build brand momentum through proactive, engaging storytelling; which supports the brand essence ‘Simply Enjoy, No Regrets’.

We went on to create distinct campaigns, with each pillar of content supporting the creative expression of Satisfyingly Simple – the first being centred around Satisfyingly Simple pre-game sports rituals. This was a significant departure for a brand that ran social content on an ad hoc manner.

To grab attention a series of short videos were filmed and produced depicting five typical sports fans and their bizarre, yet satisfyingly simple pre-game rituals.

Partners such as the Manly Sea Eagles, West Coast Eagles, Fremantle Dockers and Optus Stadium are all set to get behind the campaign posting their very own pre-game rituals.

The Results

Each campaign was launched on Facebook, Instagram and IGTV platforms in Australia and New Zealand to mass appeal with engagement rates exceeding 30%+.