Mrs Mac’s partners with comedian Peter Rowsthorn and Avenue C for grand final success
For AFL grand final week Mrs Mac’s partnered with comedian Peter Rowsthorn to activate a social media and press campaign via media agency Avenue C, showcasing Mrs Mac’s pies which were on display at this year’s Grand Final in Perth.
Mrs Mac’s, headquartered in Perth, has recently launched a new bakery range and Saturday’s grand final offered the brand an opportunity to showcase this at football’s centre stage.
Peter Rowsthorn, who is famous for playing Brett in the iconic Australian comedy ‘Kath & Kim’, was the face of the campaign, bringing his renowned Aussie larrikinism in a number of short videos that poked fun at Eddie McGuire and Collingwood supporters.
Says Mrs Mac’s marketing manager Sam Tomeo: “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.”
The social media campaign created so much conversation amongst footy fans that even competitor Four ‘N’ Twenty who were sponsors of the big event involved themselves in the campaign with some friendly pie banter. Here’s the post to view the exchange between the brands.
Above is an example of the print campaign that was executed, a full page ad in ‘The Age’ newspaper.
Mrs Mac’s media agency Avenue C helped plan and execute the campaign. Mrs Mac’s has recently transitioned to the independent media agency and this campaign kicked off the new partnership.