AUCKLAND, Today: In a city flooded with pie shops, Mt Albert’s Muzza’s Pies has managed to stand out — with a pastry made just for dogs. And it’s causing a stir worldwide.
Teaming up with Thinkerbell Aotearoa, Muzza’s launched Cat-Flavoured Dog Pies — a cheeky treat packed with rabbit and fish to taste like cat (without using any actual feline).
The idea came from a surprising stat. “We discovered that 12% of Muzza’s customers had dogs. But, exactly 0% of pies were being sold to dogs,” says Regan Grafton, Thinkerbell Aotearoa’s Chief Creative Tinker.
It didn’t take long for the internet to react. Confusion turned to curiosity, and support came flooding in from pet owners of all types — even some cat lovers.
“Lately, I’ve decided to say yes to more ideas for the business.. So when Thinkerbell came to me with this one, I thought – let’s give it a crack.” – John Williams
Most importantly, the campaign gave Muzza’s priceless exposure. “Lately, I’ve decided to say yes to more ideas for the business. So when Thinkerbell came to me with this one, I thought – let’s give it a crack,” said owner John Williams.
That yes has paid off. “Every day someone tells me how much they love the idea … then they walk out with a pie. Can’t argue with that!”
“Sure, it’s ridiculous,” says Grafton. “But it’s also a great example of how marketing science, combined with the right idea, can make any business famous. Even a little pie shop at the edge of town.”
The pies are served from a tiny, dog-sized version of the bakery — with 10% of proceeds going to Chained Dog Rehabilitation & Rehoming.
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