Massel
The Unfairest Cricket Match
The Problem
Australian-owned brands are being squeezed off supermarket shelves by international competitors and major retailers. Massel needed to raise awareness of the unfair playing field and encourage Australians to support homegrown brands.
The Idea
The Unfairest Cricket Match. To show Australians just how unfair the supermarket game had become, we created the most unfair cricket match ever played.
With smaller bats, bigger stumps and biased umpires, Australian Owned took on the Rest of the World in a deliberately one-sided contest.
We teamed up with cricket legend Glenn McGrath, invited politicians to join the match and encouraged Australians to go into bat for local brands by signing a petition.
The Results
The campaign took the fight for Australian-owned brands all the way to Parliament, where the issue was formally debated. What started as an unfair cricket match became a national conversation about creating a fairer playing field for Australian businesses.
We presented key leaders with their very own Australian-owned team jersey in front of Parliament House in Canberra, along with an open letter calling for them to go to bat for Australian-owned.
With eleven no-shows from Australia’s policymakers, Glenn McGrath had to enlist the help of everyday Aussies to take a stand and show the disadvantages faced in supermarkets, including limited shelf space over better-known international brands.
The Results
192 pieces of media coverage. Thousands of signatures. 1.1 Million impressions
An outpouring of support resulted in the petition being debated in the houses of parliament.
192 pieces of media coverage. Thousands of signatures. 1.1 Million impressions
An outpouring of support resulted in the petition being debated in the houses of parliament.
Credits: Hopeful Monsters