Early August saw Australian pie brand Four’n Twenty (FOUR’N TWENTY), launch a new campaign celebrating its connection with the nation’s sports fans.
Timed to coincide with the AFL playoffs, the campaign idea is that eating a Four’N Twenty Pie while watching sport is a part of the ritual of the game and the marketing push sets out to celebrate sports fan diversity and the multitude of sports in Australia today.
The integrated ‘Original Fan Food’ campaign proposes that ‘from the sofa to the schoolyard, on the sidelines and up in the members’ stands, the humble Four’N Twenty has been “Australia’s Original Fan Food” since 1947.
The maker of meat pies and sausage rolls, owned by Pattie Foods, teamed up with BWM Dentsu Melbourne for the multi-channel initiative spearheaded by a hero spot.
The lead 30-second commercial, airing across television and online channels, features an edit of sports scenes featuring fans eating pies at/watching sports events across Australia.
The work is supported by social content featuring genuine fans eating the brand’s products at sports events.
“We hear from sports fans time and time again that they associate enjoying sport with eating a Four’N Twenty,” said Four’N Twenty GM of marketing and innovation Anand Surujpal.
“We are excited to be cementing our connection to fans across Australia with our new Original Fan Food campaign.”
Belinda Murray, managing director, BWM Dentsu Melbourne added: “We’re thrilled to be partnering with Four’N Twenty and using our creative, brand and strategic expertise to enhance this iconic Australian brand. Our love of pies is also a plus!”
The campaign was created for Pattie Foods by agency BWM Dentsu Melbourne and it was produced by Interrogate. The director was Ash Bolland and the executive producer was Tara Riddell.
Comment:
This is an initiative that needs a little context and background to most non Australian sports marketers.
Whilst little known outside the country, the pies were created in 1947 by Leslie Thompson McClure in Bendigo (Victoria) and the brand is considered by many to be something of an iconic and much-loved part of Australian food culture.
They have long been associated with AFL matches.
It is also worth noted that Australians have the highest per-capita meat pie consumption in the world.
Links:
Four’N Twenty
https://pattiesfoods.com.au/four-n-twenty
https://twitter.com/fourntwenty
https://www.facebook.com/fourntwentypies
https://www.instagram.com/fourntwenty/
https://www.youtube.com/channel/UCzkWOgVWvhygISFISMmFP2Q
BWM Dentsu Melbourne
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