With Mrs Mac’s first venture into the dessert category came the opportunity to take a sidestep from their traditional savoury pies, well-loved across Australia for 65 years. The snack size treats with delicious dessert fillings encased in sweetened pie pastry were designed to disrupt the supermarket freezer space, and are unlike any other product currently available. Most importantly, unlike traditional sweet pies, they are made without pastry tops. We needed to entice consumers with this new brand of products, stamped with the Mrs Mac’s quality seal. People needed to know Mrs Mac’s are serious about sweet…but not always serious.