Turning any trip into a roaadtriiiip with Mrs Mac's pies

This case study sets out how Mrs Mac's, a pie brand, increased sales in Australia by making its products an essential ingredient for much-loved road trips.

Turning any trip into a roaadtriiiip with Mrs Mac's pies

Will Peart, Julie Pasquier and Hannah MuirheadMeerkats

This year Australians ate more sushi than they did pies.

You did, didn't you?

Same.

This is a problem for our friends at Mrs Mac's. The competitive set for the brand isn't just other pie manufacturers, but every alternative meal and snack. Maccas, Subway, Mars, bananas. At that moment when a pie is an option, so are dozens of other options.

A bigger slice of a bigger pie

It's not that people aren't up for a pie – they are....

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