Mrs Mac’s, an Australian food company loved for its pies, has launched a new $1 million advertising campaign ‘Behind Every Good Man Is His Mrs’ with creative agency Bellwether Agency Melbourne. The campaign highlights the hard-working individuals in the communities.
Bruce Feodoroff, CEO of Mrs Mac’s, says quality recognizes quality. “We support everyone with a quality feed. We have added more of the finest beef and free-range chicken to our pies, making them the best and meatiest pies ever,” he said. “Our campaign’s tagline is a clever twist on the usual line of support a wife provides. In this case, Mrs Mac’s is the woman who has these men’s and women’s backs.”
Andrew Cook, Creative Director of Bellwether Agency, said they depicted Mrs Mac’s customers as a hard-working lot. “Rising each day to perform their jobs the very best way they can. Good people doing good work,” he said. “Whether it’s building, digging, or driving, they have high-quality standards.” Cook likened Mrs Mac’s pie to a reliable partner. “Always there when you need one.”
Bellwether Agency used cheeky lines like ‘Some fellas like them lean, some fellas like them flaky’ and ‘I like my Mrs chunky…gotta have some meat on them’. The campaign has pushed boundaries to make noise and bring about fun.
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