Bunnings and Bastion have wrapped the second year of Legend of the Tongs, evolving the grassroots footy platform with a new community voting mechanic, an expanded content and earned storytelling program and a major AFL Grand Final week activation.
Launched in 2025, Legend of the Tongs was created to recognise the often-unsung volunteers who give their time, energy and heart to keep local footy clubs going.
With the platform established, the focus for 2026 shifted from launching the idea to growing participation and giving communities a greater role in deciding who should be recognised, bringing this to life across a campaign journey from Gather Round right through to AFL Grand Final week.
At the centre of the 2026 campaign evolution was Community Choice, a new voting mechanic that allowed Australians to directly support their local BBQ legends and help determine who progressed to the national final which resulted in more than 15,000 votes cast from across the country.
Across the 18-week integrated campaign, 724 nominations were received from AFL clubs nationwide which saw 90 local BBQ legends recognised across the season before eight finalists were selected to travel to Melbourne to experience the fever pitch of Grand Final and find out who was crowned this year’s overall winner.
Stories from nominated volunteers were amplified nationally across earned, social and owned channels, alongside content partnerships with Channel 7 and the AFL and ambassador collaborations with former Richmond legend Matthew Richardson and North Melbourne AFLW star Libby Birch.
The season-long momentum culminated at the AFL Footy Festival in Melbourne where Broome’s Michael Albert from Cable Beach Football Club was crowned the 2026 Legend of the Golden Tongs, receiving $25,000 in Bunnings products and materials for his club after a decade of dedication and service.
The Bunnings activation extended across the Grand Final weekend, with more than 100,000 visitors coming through, serving more than 10,000 snags and bringing four local footy clubs on-site to run the BBQ, collectively raising more than $35,000 for their communities.
Managing director of Bastion Communications Richard Chapman said the challenge for year two wasn’t simply about making Legend of the Tongs bigger but rather to give people more reasons and opportunities to participate.
“Having a more community centric approach was an important evolution for Legend of the Tongs this year because it shifted these communities from simply being an audience for these stories to having an active role in shaping the campaign,” said Chapman.
“Combined with earned storytelling, content and the live experiences, it gave us a new way to keep building the platform across the entire footy season rather than relying on just one campaign moment,” he added.
Bunnings head of community, partnerships and events, Michelle Walter said community sport wouldn’t be possible without the volunteers who give so much to their local clubs.
“Legend of the Tongs is ultimately about giving those people the recognition they deserve and this year we’re really proud to have given clubs and supporters a greater role in celebrating their local legends – it’s phenomenal to see communities across Australia get behind it,” said Walter.
“We’re proud of how the platform has evolved in its second year and look forward to where we can take it in 2027, continuing to build on our 12-year partnership with the AFL and celebrate even more of the people who make grassroots footy so special.”
In 2026, Legend of the Tongs generated a 23.13 per cent increase in nominations, 299 media hits, 178 social hits and more than 10.5 million in total reach.
