Quality ingredients and buying local have become increasingly important to families and consumers, especially in light of the spread of COVID-19. Recognising this, Mrs Mac’s and digital and creative agency Firefly360 have formed a campaign to shine a light on their local producers and farmers and the real ingredients behind their famous pies, pasties and sausage rolls.
The social media campaign will share the stories of people from suppliers like Golden Eggs and Dardanup Butchering Company in WA who provide Mrs Mac’s with ingredients for their iconic range of pies and rolls.
Firefly360 Managing Director Andrew Mathwin said the premise of the campaign is to highlight the ‘paddock to plate’ journey.
“There has been a growing shift in consumers wanting to connect with their food, and that’s evident now more than ever. By explaining where Mrs Mac’s ingredients come from and who is involved, we’re able to tell that story.”
“Farmers haven’t had it easy, particularly after a devastating bushfire season and now a global pandemic. It’s important right now that we rally behind our food industry, our farmers and producers and tell their story.”