Bunnings launches ‘Legend of the Tongs’ AFL campaign via Bastion and The Brand Agency

Bunnings has launched Legend of the Tongs – a major integrated campaign which celebrates the local legends who fire up the BBQ weekly at Aussie rules footy clubs.

Legend of the Tongs was developed and delivered by marketing and communications agency Bastion, with the support of full-service agency The Brand Agency and in conjunction with Bunnings’ internal marketing and communications teams.

Leveraging Bunnings’ 11-year partnership with the Australian Football League (AFL), Legend of the Tongs rewards and recognises volunteers and their local clubs to ensure they are set up to support their players and raise much-needed funds. Throughout the 18-week AFL season, clubs nationwide will be encouraged to nominate their local “BBQ legends” through a national competition hosted on the Bunnings website. Five winners will receive a BBQ prize pack for their club each week, including a Jumbuck 6-Burner BBQ and a Bunnings pop-up marquee.

As the campaign builds, eight finalists will be selected to attend the Toyota AFL Grand Final, where one will be crowned the “Legend of the Golden Tongs”, receiving $25,000 worth of Bunnings products and materials to enhance their local club’s facilities.

Head of Community, Partnerships & Events at Bunnings, Katie Hynes, said Bunnings is proud of its partnership with the AFL and its connection with local Australian rules footy clubs: “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.”

The campaign features AFL legend Matthew Richardson as ambassador and was launched during Gather Round, one of the biggest occasions on the AFL calendar.

The campaign came to life via a TVC, across social, digital, in-store, PR, experiential, content as well as Bunnings’ AFL partnership assets and touchpoints.

Bastion Managing Director of Corporate Communications and PR, Richard Chapman, said the campaign was grounded in this community insight and cultural relevance, an approach which reflects Bastion’s broader philosophy of building campaigns that not only connect with culture but also strengthen businesses.

“We wanted to build a campaign that wasn’t just about prizes or promotion, but about honouring the people who roll up their sleeves every weekend across Australia and tirelessly give their time to ensure their clubs keep going,” said Chapman.

“This campaign reflects Bunnings’ deep understanding that the spirit of footy lives in local canteens, clubrooms, and sidelines, wherever volunteers are hard at work, making local sports matter.”

Nominations for Legend of the Tongs are open now at bunnings.com.au/legends, with the first round of winners announced on 28 April 2025. The campaign will run until 24 August 2025.

Bunnings Warehouse
Hannah Bremner, Senior Partnerships Manager
Alex Willaims, Partnerships Lead

Bastion
Richard Chapman, MD of Corporate Communications and PR
James Bartold, General Manager of Strategy and Partnerships
Alex O’Shaughnessy, Head of Strategic Partnerships
Natalie Arnull, Head of Earned Strategy Bridget O’Sullivan, Head of Experiences
Samantha Hansen, Partnerships Marketing Director
Morgan Sutherland, Senior Advocacy Director
Chloe Dunn, Client Director – PR
Alyssa Allen, Media Director
Alexandra Stopp, Senior Client Manager
Jonathan Lambros, Client Manager
Kate Shelton, Creative Strategist
Chris Searle, Creative Director
Gus Magee, Creative Director
Tom Clapin, Associate Creative Director
Harry Roth, Senior Content Creative
Matt Gould, Design Director
Kaelene Morton, Head of Production
Amina Soubjaki, Senior Social Producer
Nicole Lobosco, Senior Client Director – Insights
Annabel Pittendrigh, Senior Client Executive – Insights

The Brand Agency
Emma Donaldson, Senior Producer
Rachel Wilson, Senior Producer
Jon Mahney, Senior Producer
Jessica Harold, Creative Group Director
Damien Kelly, Senior Copywriter
Beth Fletcher, Head of Account Management
Marlo Dutton, Account Director
Robert Crescenzio, Head of Studio

Production
Ian Reiser, Director / Editor
Manimal Post, Post
Sonic Playground, Sound Services
Aaron Farrugia, DOP

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