M.J. Bale: Grazed On Greatness

Agency: Whybin\TBWA\Sydney

Advertiser: M.J. Bale

Authors: Hristos Varouhas, Will Nichols and Paul Bradbury

Total Campaign Expenditure: Under $500K

Executive Summary

In early 2012, M.J. Bale, was a little known independently owned Australian men's fashion label competiting against global brands like Hugo Boss, Zegna and Paul Smith.

Convincing fashion forward Australian males to chose its suits and shirts over the better known alternatives was going to take more than a compelling retail offer.

Enter 'Grazed on Greatness'. A campaign that highlighted M.J. Bale's passion for provenance & the wool its suits were made from was literally infused with Australia's greatest victories (its Merino sheep having grazed on the hallowed turf of the Sydney Cricket Ground).

This campaign had just $17,000 in paid advertising yet its content generated $3.2 million in earned media. This in turn delivered an extraordinary ROI of 12.3 : 1 (1,230%) and incremental sales valued at $1.88 million from a marketing spend of just $89,000.