The Campaign

‘Grazed on Greatness’ is a campaign for M.J. Bale's (a high-end Australian men’s fashion brand) sponsorship of the Australian Cricket Team. As the team’s Official Tailors, we changed the entire process in which we produce our clothing line to support the team and gain exposure. As the team’s smallest sponsor, there was very low awareness of our sponsorship and our brand. First, we located the oval where the Australian Cricket Team had its most victories: the Sydney Cricket Ground (SCG). We then took some hallowed turf from there and replanted it on our Merino sheep farm. We fed the grass to our sheep, sheared them and with their wool, now infused with Australian victory, handcrafted suits for the Australian Cricket Team. We leveraged this to gain national and international attention, outshining the team’s biggest (and biggest spending) sponsors. *Our tier of sponsorship allowed one player. We used cricket superstar Shane Watson.

Success of the Campaign

Grazed on Greatness is the most successful campaign in the brand’s history. Earning international and national media coverage, generating 8.5 million media impressions, national broadcast TV news, press, editorial and social media valued at A$3.2 million AUD (US$3.3 million). The national awareness achieved its specific objective: M.J. Bale now has expanded its national distribution into Australia’s largest and most prestigious retail chain, with 38 additional new outlets, nationwide. In-store traffic and sales spiked to an all-time high. 520% increase in tailored suit orders. A phenomenal 1400% return on investment. ($14 for every $1 spent). Unprompted, the Cricket Australia website, with over half a million visitors daily, promoted the campaign. The Australian Government formally recognised M.J. Bale’s efforts: the Australian Wool Board committed funding for further wool innovation. Of course, The Australian Cricket Team and their fans now look and feel like winners. All achieved from the team’s smallest sponsorship. Total increase in overall business revenue 289% versus same time last year.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We started our campaign by changing the way we made our products; our suits. We went right back to the raw material, wool, and infused it with Australian cricketing greatness. The wool was then woven into suits for the Australian Cricket Team and then the general public. During an International Cricket Test Match, we launched a documentary that told the story. With the nation’s full media attention already on the team, they and other prominent Australians seeded it, earning national news coverage from the launch. Ties made from the first bale of wool were sent to journalists, along with broadcast quality assets, to share the campaign for us. Australia’s most recognised sports stars and commentators wore the suits and became our spokespeople. Consumer media, including cinema, print, press, DM, editorial and in-store channels supported this with ongoing PR and social media activity.