Four’n Twenty Launches New ‘We’ve Been There For It All’ Campaign Via BMW Dentsu Melbourne

Late May saw Australian pie brand Four’N Twenty launch its latest sports-themed campaign ‘We’ve Been There For It All’ which simultaneously celebrates the nation’s love of sport and for the sports fans’ love for its ‘Great Australian Taste’.

From AFL through basketball to rugby, Four’N Twenty has been part of Australia’s famous sporting moments for almost 75 years and this integrated campaign seeks to reignite the brand’s sports partnership heritage and reinforce the brand’s position as a much-loved part of Australian culture and of the sporting experience.

Developed in harness with agency BWM Dentsu Melbourne, the multi-channel campaign not only references Aussie sporting history, but also embraces the diversity of sports stars and fans today.

The new creative features current Aussie sporting icons who have captivated sports fans across Australia and abroad since the start of the century: including Ben Simmons, Jonathan Brown, George Gregan, Steven Bradbury and Four’N Twenty’s latest brand ambassador and dual professional athlete Tayla Harris.

It is led by an brand anthem style hero television commercial set on grassroots pitches and in sports stadiums called ‘We’ve Been There For It All’ which debuted on 28 May and which was supported socially by a trio of 15-second star-led cut down spots featuring ambassador sports stars Ben Simmons, Tayla Harris and Jonathan Brown, as well as by radio and online content.

https://www.youtube.com/watch?v=I9NxDKpp100&feature=emb_title

“We are once again thrilled at the opportunity to be part of bringing fun and a modern take on such an iconic Australian brand. Four’N Twenty is such an integral part of Australian sporting culture, so the whole team was pumped to use our combined strategic, brand and creative, expertise to bring this campaign to life and add a new chapter to the history books,” explained BWM Dentsu Melbourne Managing Director Belinda Murray.

Patties Food Group Marketing General manager Anand Surujpal added:“Fans have embraced Four’N Twenty’s association with Australian sport for decades. We’re proud to build on our heritage and bring this iconic campaign to life with the sporting stars and moments that people will talk about for years to come. As a brand, we have been there for it all, and we will continue to be there for it all.”

“Growing up in Australia, my childhood was footy and pies. Today, Four’N Twenty has grown across many sporting codes and countries and I’m honoured to share The Great Australian Taste abroad, especially with my fans in Philadelphia and the US,” commented pitchman and NBA star Simmons

While the brand’s latest athlete ambassador, Tayla Harris, added: “What better opportunity to kick start my partnership with Four’N Twenty than a campaign that celebrates the best elements of sport – fans, legends, and pies!”

The campaign was created by a team at agency BWM Dentsu Melbourne which included Managing Director Belinda Murray, Executive Creative Director Phil Van Bruchem, Associate Creative Directors Giles Watson and Tim Smith, Senior Creative John Skaro, Senior Account Director Lauren Benezra, Account Manager Romy Stubbings and Senior Producer Naomi Nienaber.

The production company was Guilty with Director Tony Rogers, DOP Joey Knox, Producer Jason Byrne, Line Producer Victoria Schaw and Production Coordinator Jack Davies.