Four’N Twenty Goes for Gold with Latest Olympics Campaign with TBWA\Melbourne

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.

Anand Surujpal, chief marketing and growth officer, Patties Food Group, comments "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” comments 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.

Matt Stoddart, executive creative director, TBWA\Melbourne, adds “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.