Bastion and The Brand Agency Melbourne team up to launch Bunnings AFL partnership campaign

Bunnings has released a new AFL partnership campaign titled ‘Legend of the Tongs’ aimed at celebrating local BBQ volunteers at Australian rules football clubs.

 

The campaign will run throughout the AFL season, offering clubs the opportunity to nominate their local ‘BBQ legends’ through a Bunnings website hosted.

This campaign created by Bastion Agency and The Brand Agency is part of Bunnings’ ongoing 11-year partnership with the Australian Football League (AFL). AFL legend and commentator Matthew Richardson is acting as the campaign ambassador.

Each week, five winners will be selected to receive a BBQ prize pack, which includes a Jumbuck 6-Burner BBQ and a Bunnings pop-up marquee. From these weekly winners, eight finalists will be chosen to attend the Toyota AFL Grand Final. One of these finalists will be crowned the ‘Legend of the Golden Tongs’ and will receive $25,000 worth of Bunnings products and materials.

The campaign will have a comprehensive media mix, including TVC, social media, digital platforms and in-store promotions.

Katie Hynes, Head of Community, Partnerships & Events at Bunnings said: “We know the heart of Australian rules footy lives in local communities. With more than 200,000 volunteers across the country, it’s these unsung heroes who tirelessly show up week in and week out do things like fire up the BBQ, support their players and raise much needed funds for their clubs. Aussies have told us that local sport clubs are looking for improved access to equipment to support their volunteers and our aim with Legend of the Tongs will be to offer our support to community clubs where it matters.”