Four’N Twenty launches ‘Running on Paris Time’ campaign with TBWA\Melbourne

Four’N Twenty, sponsors of the Australian Olympic Team, has launched its national campaign, Running on Paris Time, in the lead-up to the Paris 2024 Olympic Games.

This campaign is part of the Patties-owned pie brand‘s broader Being a Fan is Hungry Work platform, produced by integrated creative agency TBWA\Melbourne.

The campaign is the first of several upcoming executions under the Being a Fan platform, which will include outdoor, radio, and tactical activations, like engaging ‘Australia’s biggest fans’ to support the team.

“Four’N Twenty, ‘The Original Fan Food’, is at the top of the podium when it comes to footy,” said Patties Food Group chief marketing and growth officer, Anand Surujpal. “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 media strategy, delivered by TBWA’s Omnicom stablemate United, includes outdoor, social, radio, digital audio, in-store, and influencer content, featuring Four’N Twenty ambassadors Jonathan Brown and Tayla Harris.

“Being a fan is bloody hard work. And no one acknowledges it. But that’s what makes it so rewarding,” explained TBWA\Melbourne planning director, Zac Martin.

“Being a sports fan means sacrifice. Stress. Meat pies. Heartbreak. Exhilaration. More pies,” added TBWA\Melbourne executive creative director, Matt Stoddart. “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 new work follows a May collaboration where Red Rooster teamed up with Four’N Twenty, the ‘official pie’ of the AFL, to launch a limited edition chicken and gravy pie ahead of the Aussie footy final season, with a fully integrated creative campaign via Leo Burnett.

See also: Red Rooster and Four’N Twenty launch collab via Leo Burnett

Credits:
Agency: TBWA\Melbourne 
Paul Reardon Chief Creative Officer
Matt Stoddart Executive Creative Director
Harrison Webster Creative Director
Max Reed Creative Director
Zac Martin Planning Director
Amy McKay Senior Business Director
Ricci Meldrum Managing Director
Kate Steven Project Director
Mika Parow Integrated Producer
Eliza Smith Client Partner, Eleven
Michaela Stevenson Senior Social Media Manager, Eleven
Tony McKay Precision Marketing & Media Lead, United
Evelyn Hamlett Planning & Investment Director, United

Production:  
Sarah Adamson Photographer
Belinda Blooman Senior Producer, Photoplay
Retouching and Grade Capture Lab
SFX Production Rumble

Client: Patties Food Group
Anand Surujpal, Chief Marketing & Growth Officer
Peter Djalikian, Head of Marketing, Savoury & International
Rachael Kirby, Head of Insights
Pierre Meneaud, Head of Digital
Jenny Donaghey, Assistant Brand Manager, Savoury