An icon in the Australian pie industry, Mrs Mac’s started as a family bakery in the 1950’s. The company is growing fast. Now with well over 300 employees and launching into international markets, a major focus for Mrs Mac’s human resource (HR) department was educating all staff about the brand’s history and engaging them in the company’s future.

As the company grows, new employees are not getting to spend time and connect with the founding family members and the company’s family values are being lost. This insight provided the direction for the creative which looked to educate employees about the company’s family origins and engage staff to feel part of the Mrs Mac’s family.

When the strategy was set, our creatives baked up the Recipe for Greatness campaign, a promotion that communicates the five brand values (Integrity, Best Practice, Innovation, Leadership, and Teamwork) and pays homage to the company’s family bakery history.

Life is beautiful. It’s about giving. It’s about family.”

~Walt Disney