Beer, pies and footy. Australia may have many feathers in its cultural cap now, but there is still nothing more quintessentially Australian than this threesome. Furphy and Thinkerbell have given the threesome a wonderfully humorous, perfectly apt Furphy twist for this year’s AFL Grand Final – Furphy Footy Porky Pies.
The campaign celebrates the Melbourne Demons making it into the AFL Grand Final for the first time in 21 years. The proud Melbourne Football Club sponsors (Furphy) will deliver 1000 free limited-edition Furphy Footy Porky Pies across Melbourne city on Game Day (the game being played in Perth this coming Saturday).
The pies were created with partner, Geelong’s renowned Routleys Bakery. They’re chunky beef and bacon, infused with Furphy fresh from the brewery. While the Grand Final may look a little different this year (yet again), the 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.
“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,” stated Lion brand director, Malcolm Eadie.
“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,” added Thinkerbell head creative tinker, Sesh Moodley.
The campaign will run in Victoria for the Grand Final weekend across digital, social, PR and media partnerships.
Credits:
Client: Furphy
Creative Agency: Thinkerbell
PR Agency: Liquid Ideas
Media Agency: UM
Digital Agency: Akcelo
Sampling & Experiential Agency: Blobfish
