Four’N Twenty meat pies, an Aussie icon, was losing its shine after going quiet for some years. To make it more topical and restore pride in the brand, Hardhat developed the “Save our Slang” campaign, with calls for entries, Facebook and YouTube posts/video content, and special packaging featuring fair-dinkum “Strine”.
Four’N Twenty meat pies are an iconic part of Australian culture. An expected part of any party or sporting event … at least in the past.
With society becoming more “global”, brands like Four’N Twenty are in danger of becoming an anachronism. We wanted to get the brand talked about and as an Aussie icon, reignite some Aussie pride.
After years off air, it was time to find a way back into the hearts, minds and stomachs of consumers around the nation.
When you’re talking Aussie pride, well let’s face it, a big part of it is talking like a true-blue fair-dinkum Aussie.
We made use of two brand resources that played a significant part in magnifying the campaign, firstly the packaging itself and secondly the popular brand ambassador Jonathan “Browny” Brown.
The campaign was in two phases.
The first phase was a “call for entries” on social media which drove traffic to a microsite where the public voted on the slang terms they wanted to save. Thousands of entries were received with the most popular “She’ll Be Right”, “Strewth”, “Drongo”, “Ripsnorter”, “Bogan” and “You Beauty!”
The most iconic slang words were chosen and featured prominently on the packaging, giving consumers more reasons to buy more packs, as well as take photos and tag mates on social media as 'bogans' or 'Sheilas'.
When consumers bought their favourite packs, the second phase of the campaign encouraged our audience to go to the website to enter their barcode to win branded Four'N Twenty merchandise - stubby holders, caps and budgie smugglers.
The prime objective of getting Australians to talk about Four’N Twenty was clearly achieved with enormous community engagement as well as the free PR generated.
Four thousand people told us what slang they wanted to save and then hundreds of thousands got involved in the campaign itself. Famed comedian Chris Franklin even contacted Four’N Twenty requesting to be part of it all.
People happily posted photos of themselves with Four’N Twenty packs proclaiming themselves as “Bogan”, “Flat Chat” and “Far Out”… among others. Maybe not surprisingly many chose to tag their friends in a like manner, pointing out, humorously, what they thought of them.
During the 12 week campaign period, close to a million people were reached organically (across Facebook and YouTube).
The five YouTube videos collectively achieved over 600,000 views in the campaign period.
Overall engagement was 13% on Facebook, more than double the industry average.
The launch video on Facebook achieved over 19,800 views, driving the highest reach and traffic to our “Save Our Slang” microsite. This also generated almost 400 comments, with over 90% of the comments positive. Clearly we had successfully tapped into Aussie pride to the benefit of Four’N Twenty. As one person commented “this ripper of a competition has got our names fair dinkum written all over it cobber”.
The enormous popularity of the campaign led it to generate tens of thousands of dollars worth of free PR.