Four’N Twenty goes for Gold in ‘Running On Paris Time’ Olympics campaign via TBWA\Melbourne
To celebrate its new sponsorship of the Australian Olympic Team, Four’N Twenty is serving up a national campaign dubbed ‘Running On Paris Time’. Delivered by TBWA\Melbourne, the fresh work is part of a broader creative idea.
Part of Patties Food Group, a major player in the frozen food space, the pie brand is looking to broaden its reach beyond Aussie shores.
Says Anand Surujpal, chief marketing and growth officer, Patties Food Group: “Four’N Twenty, ‘The Original Fan Food’, is at the top of the podium when it comes to footy. But we’re hungry for more, solidifying ourselves as a staple for an even wider range of sports fans. We’re excited to make our first big splash on the global stage”.
The new creative idea ‘Being a Fan is Hungry Work’ celebrates those who put sport first, no matter what.
The latest work was built on the insight that “Being a fan is bloody hard work. And no one acknowledges it. But that’s what makes it so rewarding” says Zac Martin, planning director, TBWA\Melbourne.
The first iteration under the new idea is a national integrated campaign ‘Running On Paris Time’. It includes a slew of executions ahead of the Paris 2024 Olympic Games from outdoor and radio, right through to more tactical activities like sponsoring ‘Australia’s biggest fans’ to get them to the games.
Says Matt Stoddart, executive creative director, TBWA\Melbourne: “Being a sports fan means sacrifice. Stress. Meat pies. Heartbreak. Exhilaration. More pies. This year it also means waking up at 4am to catch the games in Paris time. Our new campaign has a bit of fun with the knock-on effect of that early morning fandom.”
The media strategy, which was delivered by United – part of the integrated full-service agency, sees the campaign running across outdoor, social, radio and digital audio, in-store, influencer content including with Four’N Twenty ambassadors, Jonathan Brown and Tayla Harris.
Agency: TBWA\Melbourne
Chief Creative Officer: Paul Reardon
Executive Creative Director: Matt Stoddart
Creative Director: Harrison Webster
Creative Director: Max Reed
Planning Director: Zac Martin
Senior Business Director: Amy McKay
Managing Director: Ricci Meldrum
Project Director: Kate Steven
Integrated Producer: Mika Parow
Eleven
Client Partner: Eliza Smith
Senior Social Media Manager: Michaela Stevenson
United
Precision Marketing & Media Lead: Tony McKay
Planning & Investment Director: Evelyn Hamlett
Production: Photoplay Photography
Photographer: Sarah Adamson
Senior Producer: Belinda Blooman
Retouching and Grade: Capture Lab
SFX Production: Rumble
Client: Patties Food Group
Chief Marketing & Growth Officer: Anand Surujpal
Head of Marketing, Savoury & International: Peter Djalikian
Head of Insights: Rachael Kirby
Head of Digital: Pierre Meneaud
Assistant Brand Manager, Savoury: Jenny Donaghey
10 Comments
Thought this would be better as a 6″
Then thought this would be better if it just didn’t exist
They’re right, it’s a snooze-fest. Very predictable. Opportunity missed.
the link between being sleep deprived and eating a meat pie just isn’t there.
Feel like i’ve seen this same insight executed in a similar way for every euro sporting event where it’s in a different timezone. Not going to nlame the creatives. They should have had some fresh insights.
saw this at woolies on an in-store screen. getting a laugh at POS – nice work
This campaign will be remembered as much as the 15th running of the 10,000 meters.
Nobody
Are they performance-enhancing pastries? Maybe Collingwood should try some pre-game!
So being tired makes you hungry? Who knew? These ads make me tired (not hungry though).
No one saw the belly tattoo guy with his eyes open