The Brief

As a relatively new men’s fashion brand, M.J. Bale needed to generate awareness and significantly expand their retail footprint in Australia. As Official Tailors to the Australian Cricket Team, we had access to one raw material no other fashion brand had, Australian victory. We needed to leverage this minor sponsorship in a way that revolutionised our products and our association with Australian victory to get consumers and retailers excited. So, to promote our new range of suits, we created a unique promotional range of ‘Grazed on Greatness’ suits for the Australian Cricket Team. Then released the range to the public.

Describe how the promotion developed from concept to implementation

We wanted to create a range of suits infused with Australian victory. So, we found the oval where the Australian Cricket Team had its most victories, the Sydney Cricket Ground (SCG). We took grass from there, replanted it on a Merino sheep farm, fed it to our sheep and handcrafted suits with the wool for the Australian Cricket Team. Then, we began stocking the range of clothes (made from the new fabric) in stores so the general public could attain them. Australian cricketing stars drove the campaign in PR, a documentary, and a variety of traditional and digital media channels.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign earned media coverage (broadcast TV, news, press, editorial and social media) valued at A$3.2 million US$3.3 million In-store traffic and sales spiked to an all-time high. Tailored suit orders up 520%. M.J. Bale expanded its national distribution into Australia’s largest and most prestigious retail chain, with 38 additional new outlets, nationwide. 1400% return on investment. ($14 for every $1 spent)

Explain why the method of promotion was most relevant to the product or service

Rather than simply attaching something to our product as a giveaway, we incorporated the sporting victories and greatness that Australians feel the most passionate about into the fabric itself – adding priceless value to the end product. The promotional range, as worn by the Australian Cricket Team, was highly publicized and desired. We then made ‘Grazed on Greatness’ suits directly available to consumers, enabling them as storytellers for our brand, and the victories contained within it (just as their sporting heroes had been throughout the campaign).