Goodman Fielder and DDB Group took to the streets earlier this month to celebrate MacKenzie Pies’ two new roast-inspired flavours, transforming a Queen Street bus shelter into a giant pie warmer.
The eye-catching installation, brought to life with help from partners MBM and oOh! Studio, kept commuters toasty while providing the ultimate pie sampling experience, giving thousands of Kiwis the opportunity to wrap their laughing gear around MacKenzie Pies’ new Chicken & Stuffing, and Lamb, Rosemary & Mint flavours.
In place across the first two weeks of August before the nation went into Level 4 lockdown, the execution included two functioning outdoor heaters, a roof decal resembling heating elements, panorama wrap, floor and bench decal, posters and a 2D roof extension creating a highly immersive experience for commuters.
Mango’s brand ambassadors sampled pies to more than 3,500 passersby, which equated to about 4 pies per minute, making this one of the tastier out of home executions in recent memory.
Stephanie Quantrill, marketing manager for MacKenzie Pies, says the pie warmer was an impactful way to drive attention and trial: “We’re a relatively new brand in the pie space, having launched in 2020, so it’s important for us to stand out and meet consumers where they are. DDB’s idea of creating a giant pie warmer really stood out to us as a unique way to do just that.”
Gary Steele, executive creative director at DDB Aotearoa New Zealand, says it’s always exciting when clients are keen to push the boat out: “This started as a fairly standard out of home brief, and our team had an idea about how we could take it that next step further and make it really impactful, and the team at Goodman Fielder were totally behind it. The reception on the street, engaging with thousands of commuters, was an awesome result.”
Says Ben Gibb, head of sales, oOh!media: “We were delighted to help bring MacKenzie Pies’ execution to life in our premium special build shelter. We are utilising all elements of a shelter takeover, maximising the impact of the build through bespoke printing techniques and push button activated heaters.”
Marketing Manager: Stephanie Quantrill
Head of Consumer Engagement: Ra Fletcher
Social & Content Specialist: Martha Brooke
Head of Marketing: Katherine Jensen
Production: oOh! Studio