Mrs Mac’s returns with new ‘Behind Every Good Man Is His Mrs’ campaign via Bellwether

Mrs Mac’s has made a return with the launch of a bold new $1 million advertising campaign, “Behind Every Good Man Is His Mrs.” Created by Bellwether Agency Melbourne, the campaign celebrates the hardworking individuals who form the backbone of our communities, rewarding them with the comforting taste of a Mrs Mac’s pie.

The media for the integrated campaign was done by Media Forte and spans radio, out-of-home, and print media, with a significant focus on WA, VIC, QLD, and NSW. Major networks like Triple M, the LISTNR and ACAST podcast networks, and key billboard sites across metro areas are all on board, ensuring Mrs Mac’s message is loud and clear.

“Quality recognises quality, and 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. 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 and women’s backs. Could it be controversial? Perhaps. But let’s not forget we’re talking about pies,” said Bruce Feodoroff, CEO of Mrs Mac’s.

“In a series of gritty portraits, we’ve 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. Whether it’s building, digging or driving, they have high quality standards. A Mrs Mac’s pie is like any reliable partner. Always there when you need one,” said Andrew Crook, Creative Director of Bellwether Agency.

With 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,” this campaign is here to push boundaries, make noise, and have a whole lot of fun.

Play the ‘Built The Deck’, ‘Chunky Missus’ and ‘I’ve Got Cravings’ radio spots below.

Credits
Client: Mrs Mac’s/Aus Pie Co
Group Marketing Manager – Aus Pie Co: Kate Watson
Brand Manager, Mrs Mac’s: Angela Caufield
Agency: Bellwether
Creative Director: Andrew Crook
Art Directors: Trevor Darby, Oscar Riley
Copywriter: Nick Weller
Strategy Director: Miles Mainwaring
Photographer: Tom Franks
Producer: Christina Lamont
Photo Agency: Flint
Food Photographer: Mike Long
Radio Production: Gas Inc
Sound Engineer: Jason Murphy
Media Buyer: Karen Blight – Media Forte