National Pies

Stick it in your National Pie-hole

You could be forgiven for thinking Tasmania was only some sort of gourmet destination, full of cafes and artisan gin and vineyards and Mona-esque experiences. But truthfully, this view doesn’t really represent the majority of no-fuss, ‘real’ Tasmanians.

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It was time for an authentic Tasmanian brand to hold a mirror up to Tasmanian tropes, memories and wistful nostalgia; the small, everyday things that set us apart from the mainland.

Some people in our focus groups didn’t like this work, but many did – mainly those who ate pies.

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The campaign was awarded ‘Best In Show’ at the 2019 Diemen Awards – testament to the engagement and authenticity we brought to a once-dormant Tasmanian brand.

 

 

 

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We extended the campaign to target National Pies as the perfect low-fuss summer meal to have at the shack, or camping, or fishing, or to take to a music festival.

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