Mrs Mac’s is Western Australia’s largest pie and sausage roll maker and the second largest in Australia. Sixty-four years in the trade, this family bakery produces more than 100 million high-quality pies, sausage rolls, pasties and other pastry products for Australian and New Zealand customers. But this WA icon has recently turned red – but not quite why you think – here’s a hint – the new brand colour is as rich as tomato sauce!
It’s all part of the company’s new rebrand – the new logo includes a stamp of the Mrs Mac’s seal of quality and highlights their history. The company began as Bakewell Pies arriving in Perth in 1954, moving from the city to its current Morley manufacturing headquarters in 1968.
C&I spoke to Mrs Mac’s CEO Paul Slaughter who said: “The brand refresh is a great opportunity for us to showcase our rich history and ongoing commitment to quality. We make all of our products with the utmost care just as the Macgregor family did back in the 1950’s”.
“Mrs Mac’s wanted to reinforce its commitment to quality in a new company “pledge” and rebrand. The pledge is used as more than just a company touchstone; it has guided the refreshed product range and creation of all new artwork and branding that appears on each and every pack,” Mr Slaughter said.
“The pledge reflects that Mrs Mac’s is a family-owned company supporting local Australian suppliers wherever possible. The promise is personal – we are committed to making nourishing food the traditional way.
“We are passionate about fresh ingredients and supporting Australian producers. Our new branding captures our reinvigorated belief, that if it’s not a Mrs Mac’s, you should take it back!”
The revised Mrs Mac’s brand nods to its rich history, promising the same great taste but with a fresh look. The new packaging showcases the Mrs Mac’s Pledge to produce high-quality products using fresh and local ingredients – a commitment reflected in its 100% Aussie beef pies.
Mrs Mac’s commitment to quality is reflected in all its steak being minced and diced onsite at the Mrs Mac’s factory, and its traditional pastry being made fresh, onsite each day by Mrs Mac’s very own 44year long pastry chef. The same goes for its spices, which are all hand-mixed by a Mrs Mac’s veteran who creates the trusted Mrs Mac’s flavours in the biggest hand-mixed spice pantry in the country.
Employing locals in one of the nation’s largest bakeries, Mrs Mac’s proudly sources over 80% of its ingredients right here in Australia. This includes 4,800 tonnes of flour from premium wheat and 2,800 tonnes of 100% Aussie beef each year.
In fact, Mrs Mac’s serves these locally sourced ingredients right back to the people responsible for making it happen, its customers. Securing a number of recent major sponsorship supply deals including: exclusive supplier of pies and savoury pastries to Perth’s new Optus Stadium, Manly Warringah’s Lottoland (Brookvale Oval) and nationally the Virgin Australia Supercars Championship.
Mr Slaughter said: “There has been a really positive and fabulous reception to the early launch of the brand refresh”.
“Consumers and staff included are loving the strength of the rich tomato sauce red, with its strength as a food brand colour and our favourite accompaniment,” he said.
“A consumer marketing campaign will ramp up in coming months in addition to all the in store promotions, new packaging, signage and event activations.
“Mrs Mac’s was recently awarded the exclusive supply of pies and sausage rolls at Perth’s new Optus Stadium and has secured partnerships with NRL club Manly Sea Eagles, AFL clubs West Coast Eagles and Fremantle Dockers, Virgin Australia Supercars Championship and Australia Zoo.”