Australian wine brand Hardy’s has given its Cricket Australia sponsorship a new spin with a campaign poking fun at The Poms as the Aussies seek to regain the Ashes.
Launched in late November, a parallel set of activations – one fun and one more serious – leverage the brand’s status as the team’s official wine and Australia’s obsession with beating the old enemy at cricket.
The humour led strand, called ‘Taste The Character In Every Bottle’, takes aim at The Poms ahead of the 2017-18 Magellan Ashes Series.
Developed in harness with The Station Agency, this tongue-in-cheek print and outdoor campaign is based around comic copy lines that mock the English.
“As sporting rivalries go, there are none greater than Australia versus England in the fight for the Ashes. But there are also none wittier,” said The Station Agency’s Ian Cassify.
“It’s not enough to beat the old enemy. We also want to have a little laugh at them too, and that’s what this campaign is all about – having a good-humoured dig at the English, and at the same time, acknowledging the abundant character that both nations’ share along with Hardys.”
While a parallel video-led ‘Ashes Memories’ campaign, which primarily runs across the brand’s digital and social platforms, is fronted by Hardy’s ambassador and Australian bowlijg legend Glenn McGrath.
This set of short-form films sees McGrath discuss various Ashes related topics ranging from his pride in wearing the Baggy Green cap,
to sledging,
and his stand-out wicket,
intertwined with a bit of wine talk thrown in for good measure.
As well as YouTube, the activation was also amplified across the brand’s Instagram,
and Twitter feed s and included a set of brand event appearances by McGrath,
Cricket Legend Glenn McGrath will be visiting the Queens Head Hotel at 117 Kermode Street, North Adelaide to catch up over a glass of Hardys before tomorrows play from 12pm – 1pm. pic.twitter.com/VtCBtl1rLo
— Hardys Wine (@hardyswine) December 3, 2017
Would you like to meet Glenn McGrath? Head to the Cathedral Hotel at 45 Kermode Street, North Adelaide SA, before tomorrow's play from 12pm-1pm to catch up with Glenn over a glass of Hardys wine. pic.twitter.com/XjUJQvh8jB
— Hardys Wine (@hardyswine) December 2, 2017
and ticket competitions.
Hardys Wines is giving you the chance to WIN one of 60 x VIP double passes to the Magellan Ashes Series –> https://t.co/vIFadRDPXC pic.twitter.com/zYwV4GgOVv
— Hardys Wine (@hardyswine) October 28, 2017
WIN the Ultimate Cricket Experience, including 2 tickets to the Magellan Ashes Series at the SCG. Details -> https://t.co/aqDQRtJszD #ashes pic.twitter.com/1qVV67RWGA
— Hardys Wine (@hardyswine) December 3, 2017
But Hardy’s is actually playing both sides as it is also an English Cricket sponsor and is running a parallel campaign in the UK fronted by long-time brand ambassador Stuart Broad and other former England players.
Comment:
Hardy’s has been the official wine supplier of Cricket Australia since 2013.
Back when the wine brand and the rights-holder penned their partnership, Fifth generation Hardy family member William Hardy said: “I can’t begin to tell you how thrilled we are to partner with Cricket Australia. Cricket is something that the Hardys family has grown up with like a lot of Australian families, so it’s no surprise that we are excited to welcome the Cricket Australia family into ours.”
Cricket Australia Executive General Manager of Operations Mike McKenna added: “There are some strong links between the two organisations that will make this a successful partnership. Hardys, like Cricket Australia, is a world renowned Australian brand and has experienced success on a global scale thanks to a dedication to quality and by taking great pride in the fruit of their labours.”
Despite its Australian origins and alliances, it has a heritage of backing both sides as Hardy’s is also a supporter of the England and Wales Cricket Board.
Indeed, for the 2015 Ashes it ran an English campaign starring Stauart Broad that gently mocked Australia and featured the tagline: “Hardy’s of Australia, proud sponsors of England cricket” (see case study).
Links:
Hardy’s
https://www.youtube.com/channel/UCTq148LtCiZ7N5BXee0DVHA
https://www.youtube.com/user/hardyswineuk
https://www.instagram.com/hardyswines
https://twitter.com/hardyswine
Cricket Australia
http://www.cricket.com.au/teams/Australia%20Women/KOd9yvUE8EK_NXjRgeG1Pw
http://www.cricketaustralia.com.au/
https://twitter.com/cricketaus
https://www.facebook.com/cricketcomau
https://soundcloud.com/cricket-australia
https://plus.google.com/+CricketAustralia
