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Four'N Twenty and TBWA\Sydney launch the Pie Scarf, a footy scarf with built-in pie pockets
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Anybody who has tried to carry two hot pies, a drink, a phone and a handful of sauce sachets back to their seat at the footy will know that the walk from the kiosk can be the most stressful part of the afternoon, and Four'N Twenty has decided the solution was hanging around fans' necks all along.
The Australian pie brand has worked with TBWA\Sydney and PR agency Eleven on the Pie Scarf, a limited edition supporter's scarf with two pockets sewn in to hold its pies. Billed as the next great Aussie invention, it takes the most familiar piece of game day kit and gives it a job to do, launching just in time for grand final season.
The scarves were custom made by Geccu, a supplier based in Coburg in Melbourne's north, and comedian Brett Blake was brought in to unveil the invention through social content that treated a very specific Australian problem with all the seriousness of a product launch. A limited run was then seeded to media, creators and footy fans, supported by earned media and social activity, while fans who missed out can register their interest in future drops through the Four'N Twenty merchandise store at fourntwentystore.com.au.
Matt Stoddart, Executive Creative Officer at TBWA Australia, said that "Australians have a strange habit of applying incredible ingenuity to very specific problems, and this felt like one of those opportunities," adding that fans would now have their hands free to focus on the drinks tray and to gesture at questionable umpiring decisions. The creative team behind the idea also included Mads Catanese and Izzi McGrath.
Anand Surujpal, Chief Marketing and Growth Officer at Patties Food Group, linked the scarf directly to the brand's long place in the stands, saying "For decades, we've been part of people's footy rituals, so we loved the idea of taking a universal game-day experience and turning it into something unexpectedly useful."
Four'N Twenty's decades long place at the footy
That reference to decades of footy rituals is not an exaggeration. Four'N Twenty began in 1947, when LT McClure started baking pies in Bendigo in regional Victoria, taking its name from the line about four and twenty blackbirds in the nursery rhyme Sing a Song of Sixpence. Demand soon carried the business to Melbourne, and the brand now describes itself as the official pie of the AFL, with a pie at half time long estblished as part of a day at the football for generations of supporters.
Food brands have been attaching themselves to game day for as long as there have been stadiums, but most do so through sponsorship boards, ads during the broadcast or deals at the kiosk. Four'N Twenty's approach puts its name on something supporters already bring to the ground, since a team scarf is one of the most common things you will see in the stands during the Australian winter, and the pockets only make sense in the one setting where the brand is already most at home.
Timing plays a large part as well. The scarves arrived during the week of the AFL and NRL grand finals, when football dominates the national conversation and the stands are full of scarves anyway, which gives the creators and fans who received one a ready made reason to wear it on camera. Much like Subway turning its sandwiches into shapewear for London Fashion Week, the Pie Scarf borrows a piece of clothing that belongs to a particular event and adapts it around the food.
SOURCES
[1] Four'N Twenty
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