M.J. Bale: Grazed On Greatness

This case study describes how M.J. Bale, an Australian men's fashion label, used a cricket related campaign to increase sales.

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...

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