In a move designed to disrupt the current supermarket freezer space, Mrs Mac’s – in partnership with The Brand Agency – has launched Naked Pies, the company’s first venture into the dessert category.
The bitesize pies are unlike any other in the freezer – desserts encased in sweet pie pastry, perfectly portioned for a moment of indulgence. And most importantly, they’re ‘naked’ – the pies are made without pastry tops.
Emma Forde, Head of Marketing at Mrs Mac’s said, “This is Mrs Mac’s first foray into the sweet category in retail and we’re excited to take our passion for delicious fills and pastry into the dessert aisle. Naked Pies is an opportunity for us to have a little more fun as a brand, without taking ourselves too seriously. The personality driven range has allowed us to develop colourful and cheeky packaging to capture attention. We know that taste is king and people are looking to indulge, whilst portion control gives permissibility so we’ve developed perfectly portioned pies that pack a punch in terms of flavour.”
The Brand Agency was given the responsibility, after a competitive pitch, of creating the new brand, naming the product and its four flavours, designing the packaging and building other brand assets. Naked Pies is the first project resulting from the new partnership between Mrs Mac’s and The Brand Agency.
Anneliese Sullivan, The Brand Agency Copywriter said, “It’s not often you get to build a product brand from scratch, let alone one this different. Hats off to Mrs Mac’s for pushing the boundaries and disrupting the category, I’m really proud of the result.”
“It has been a joy to work with Emma and the Mrs Mac’s team on the launch of this new product into a new category. The playfulness and personality of the Naked Pies brand has been embraced by both the client and the agency, I’m excited for its future and the opportunity to grow the brand,” said Andrea Jones, Account Director at The Brand Agency.
Head of Marketing, Mrs Mac’s: Emma Forde
Account Director: Andrea Jones
Strategy Director: Hannah Muirhead
Senior Strategist: Emily Colman
Head of Design: Dan Agostino
Designers: Janice Law, George Cooke, Luke Lucas
Copywriter: Anneliese Sullivan
Art Directors: Niall Stephen, Paulina Hobbs
Retouching and Finishing Art: Nicola Commons
Front-end Developer: Carmelo Rigoli
Production Company: King Street
Executive Producer: Katie Trew
Animators: Tracey Kim, Rachel Wong
Photographer: Ethan Blackburn