Leveraging its status as the official pie and roll supplier to the 2021 Australian Football League (AFL) Grand Final host ground – Perth’s multi-purpose Optus Stadium – Mrs Mac’s rolled out an in-stadium, press and social campaign around the 25 September game in harness with comedian Peter Rowthorn.
Despite being a sponsor of local AFL side the West Coast Eagles, the family-owned and Perth headquartered food company activated around the big game between the Melbourne Demons and the Western Bulldogs through a campaign created in harness with media agency Avenue C.
Aimed at showcasing and driving sales of Mrs Mac’s pies and rolls, the campaign primarily promoted the brand’s recently launched bakery range and offered supporters a chance to “refuel with a combination of golden flaky pastry and chunky beef fillings that has been braised to pie-fection”.
The campaign spanned a series of press executions (including a full page ad in ‘The Age’ newspaper) and short videos amplified across its social platforms featuring the comedian – best known for playing Brett in the Australian comedy ‘Kath & Kim’ – adding his typical brand of Aussie larrikinism which largely poked fun at Australian TV and radio presenter and Fox Footy AFL commentator Eddie McGuire and Collingwood supporters.
The marketing push sparked plenty of social buzz and conversation amongst footy fans that even competitor Four ‘N’ Twenty – who were official sponsors of the event – involved themselves in the campaign with some friendly pie banter.
“The response to the campaign has been huge and demonstrates how brands who are not major sponsors can leverage the excitement of the big event to execute impactful campaigns,” commented Mrs Mac’s marketing manager Sam Tomeo.
Mrs Mac’s CEO Jonathan Moss added that the company was proud to be serving up its pies to a sell-out crowd on Grand Final day at Optus Stadium.
“This is a fantastic opportunity for our new and improved range to be enjoyed by 60,000 hungry football fans,” said Moss. “It’s an honour to be part of a historic moment for Western Australia, where Mrs Mac’s was founded back in 1954 – and it continues the proud tradition for our family-owned bakery, which has played a pivotal role in elevating the humble pie into a national icon that is an integral part of the game day experience.”
Moss also explained that the attention on the brand associated with the AFL’s biggest game also offered Mrs Mac’s a chance to showcase its commitment to sustainability as its new bakery range includes palm oil free pastry and uses “clean recipes” free of artificial flavours and colours, with sustainably sourced ingredients, as well as 100% recyclable cardboard packaging.
“We are committed to not only providing football fans with a great-tasting meal, but one they can feel good about,” continued Mr Moss. “While we’re anchored in tradition, with a long and proud history, we are passionate about sustainability and sourcing the best quality ingredients from Australian farmers and suppliers. We use 100% Australian beef, chicken, bacon and pork and 100% Australian-grown wheat. We’re also the only Australian savoury pastry manufacturer with BRC Global Certification, one of the highest food safety standards available.”
Comment:
A light-hearted and irreverent social media campaign which illustrates how a venue sponsor can generate friendly marketing banter with a rival event sponsor to the benefit of both brands.
Another example of this was the 2019 ‘Marmy Army v Taste Like Australia’ Ashes campaign banter between Marmite (England) and Vegemite (Australia).
Mrs Mac’s has the exclusive supply rights for pies and sausage rolls at Optus Stadium since the venue first opened its doors in 2018.
Mrs Mac’s other official partnerships vary in size from local grassroots programs to national sporting events and the brand’s other sports sponsorships range from being Supercars Championship’s official savoury pastry partner to being an official partner of Darwin Racing and of Perth Racing’s Ascot Racecourse and Belmont Park.
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