The square meat pie
Serving the Western Australian market, Kennneth 'Mr Mac' and Catherine 'Mrs Mac' MacGregor, established their wholesale business, Bakewell Pies, in 1954 on Bulwer Street, Northbridge. The business later created the well known 'Mrs Mac's' brand of pastries (1980s). Sales of Bakewell's square meat pie in paper bags were popular at school tuck shops, leading to Bakewell's early business success.
Staged for the sell
Between the late 1960s to the 1980s, Bakewell Pies, via Robert Woods Advertising Agency, was repeat client of Stevenson, Kinder & Scott Corporate Photography. Un-packaged and packaged pastries were photographed in the studio from multiple angles. Photos were selected and reproduced to market the brand in newspaper advertisements, catalogues and as stills for television commercials. Later, Stevenson, Kinder & Scott were also commissioned to document pie production at Bakewell's headquarters.
Bakewell Pies 1980s television advertisement
Don't just ask for any old pie - always ask for a Bakewell!
- Bakewell Pies, 1980s advertising slogan
Take a big-big-bite, take a big-big-big-bite of Australia.
- Bakewell Pies, 1986 advertising slogan
Bakewell Pies 1982 television advertisement
- Bakewell Pies 1982 advertising slogan
Photographs - State Library of Western Australia Pictorial Collection Video - "Mrs Macs" via YouTube