Furphy celebrates the AFL Grand Final with new Footy Porky Pies campaign via Thinkerbell
Furphy has unveiled its Furphy Footy Porky Pies campaign via creative agency Thinkerbell.
The campaign celebrates the Melbourne Demons making it into the AFL Grand Final for the first time in 21 years. Proud Melbourne Football Club sponsors, Furphy, will deliver 1000 free limited-edition Furphy Footy Porky Pies across Melbourne city on Game Day, being played in Perth this coming Saturday.
Created in partnership with Geelong’s renowned Routleys Bakery, the chunky beef and bacon Furphy Footy Porky Pies are infused with Furphy fresh from the brewery. Whilst the Grand Final may look a little different this year yet again, the mouth-watering pie has been created to bring a flavour of footy finals direct to fans and friends in Victoria.
Custom packs have been designed and created for the pies, with Furphy releasing single packs plus six packs resembling slabs of beer. Each tasty pie comes in its own sleeve, printed with details about the making of the iconic pie and an entertaining AFL-themed Porky Pie, designed to spread AFL themed tall tales to all.
Says Malcolm Eadie, brand director, Lion: “The Furphy Footy Porky Pie is not only about celebrating the game, but about sharing a moment with mates, reliving those tall tales from the season and kicking back to cheer on your team – in our case, The Dees. While sharing the game with mates may look a little different this year yet again, we’ve created this unbelievable pie to bring a flavour of footy finals direct to fans and friends.”
Says Sesh Moodley, head creative tinker, Thinkerbell: “We set out to be the beer that people think (and drink) about during the AFL Grand Final. Only problem – we weren’t the official beer, so we had to go bigger than beer. Thinking about what goes hand-in-hand with beers, it hit us. Pies. We fused a delicious meat pie with bacon bits, and of course, Furphy, and ended up making the porkiest of all pies – Furphy Footy Porky Pies.”
The campaign will run in Victoria for the Grand Final weekend across digital, social, PR and media partnerships.
Client – Furphy
Creative Agency – Thinkerbell
PR Agency – Liquid Ideas
Media Agency – UM
Digital Agency – Akcelo
Sampling and Experiential Agency – Blobfish
46 Comments
Yum.
Thinkerbell should open a cafe
“The pairing of this new model with Thinkerbell’s deep consumer understanding and creativity will power our ambition to challenge existing cultural norms around beer advertising.”
Please, is there any chance we can get through the week without Thinkerbell releasing a bit of scam? What’s the furphy?
Already on it… and we’re putting Salvos Saveloys on the menu too.
Damn. Sold out.
This is great guys. Well done. I’ve been to Routley’s and can say they are better than Bourke St.
Another day another Tinkerbell idea that shouldn’t have been presented.
The boys are back.
Now I’m hungry
Dammit.
But kudos.
Are they beef pies called porky pies?
Lovely work Tinkerbell
Beef & Bacon
Thinkerbell working out that they won’t get as many negative comments if they post 100 positive ones. That’s thinkering
Lol first they made the mistake of launching when no one in Australia knew what the hell ‘furphy’ meant. Now they’re over-explaining it at every opportunity. Stop trying to make Fetch happen Thinkerbell.
Just another cardboard box idea. Can we get a third one up in September?
terrrible…
I assume you’ve seen this
https://www.bestadsontv.com/rankings.php
Good stuff Thinkerbell. Always surprising us with what you get up to.
Tasty 👅
I haven’t like the previous few things from them but i don’t mind this.
Nothing huge but not bad.
Like all ideas like this, wish there were more than just a few being made though.
The disconnect between the agency spouting a highly nuanced approach to ‘consumer psychology’ and the actual output of Thinkerbell has to be one of the most amusing/tragic aspects of advertising locally.
Makes it easy to understand why Droga pulled out of Australia.
Love me a pie!
I missed out.
This idea makes me smile. It makes sense. It looks delicious. Nice one Jim, Cuz, Adam.
Thinkerbell wins Lion and releases pies? Got the juniors working day and night on briefs to come up with pies? What’s going to be your big XXXX idea a chicken parmi?
This comment chain is a whole bunch of depressed creatives that are past their due date complaining about something they wish they thought of.
The “bitter old jaded creative” comeback is getting almost as tired as the “you must be fun at parties” gag at this point–an incredibly cheap and childish canned attempt to try to discredit someone.
This work is average at best from an agency who’s M.O. is clearly to overwhelm advertising blogs with content to manipulate the rankings.
It’s like they’re a media company that takes half baked ideas to clients.
but it might be hard to eat these with a cardboard box on your head
Cute idea. Just hope it tastes good. Bethnal Green had the best pies in the world IMO. Jellied eels, mushy peas.
A more pressing question for all…who is going to win the GF? My money is on the Demons! !!!!!!!!
Give em Helllllll
I’m backing Panthers for an upset.
Just says more about the state of the Australian advertising scene. No wayyy would you see this in industry press in Canada, UK, USA, Singa, etc.
There’s just not much else going on.
Oh really, meat pies.
You really wouldn’t go there looking for anything other than just another ‘agency initiative’ would you?
You can almost hear the sniggering about how clients are buying this stuff?
https://campaignbrief.co.nz/2017/12/15/carlsberg-creates-probably-the/
Do you wear the box on your head to wash the footy?
Look, I’m loathe to defend Stinkerbell but by your logic pies are now are off-limits in advertising? Listen up people! PIES HAVE BEEN DONE. NO MORE PIES.
Didn’t get what a furphy is???? What’s to explain? It’s a porky pie you tit.
Oh no, noooooo! You’ve just reminded me a bunch of AFL obsessed flag-waving Victorians are now in charge of XXXX… How did we even get here?
Thanks for the 🥧 free pies Furphy. They were amazing!!!
Hacks in the comments thinking the only way to do good advertising is to hire a production company and write a kitsch script that makes it look like we still live in 70’s Australia.
4.5 stars for the pies! We got two on the order. You should make it a bigger thing and get them in stores!
Furphy weren’t the official beer of the grand final – who did the dees end up drinking them when they won I wonder?
Furphy’s obsession with Victoria and the AFL is so freaking cringe.