The solution
Tegel wanted to support its Free Feels Good platform after moving its supermarket products to 100% free range. Cricket sponsorship gave it a venue where the same words could mean something physical.
The agency officially renamed the grass banks at New Zealand international cricket stadiums as the Free Range Area. Boundary signs, wayfinding, tickets, live coverage mentions and merchandise carried the new name.
The Work lists Free Range Crowds as a Bronze Spike in Brand Experience & Activation at Spikes Asia 2025, while the AXIS entry describes the stadium execution in detail.
What it achieved
Fans on grass banks are a free-range crowd
Why it worked
The phrase free range became observable, not just a sourcing statement on packaging.
The activation used an existing sponsorship asset instead of inventing a separate stunt.
Every touchpoint around the seating area repeated the same joke and claim.
What can be applied
A product claim lands harder when the brand finds a real-world behavior that already acts out the claim.
Aftermath
The campaign earned recognition at both AXIS and Spikes Asia. Its lasting value was a simple sponsorship lesson: rename a place people already love, and the media space starts carrying the strategy for you.
FOLLOW THE EVIDENCE
The sources
- Free Range Crowds axis.awardsplatform.com
- Brand Experience & Activation Spikes results table lovethework.com