As Edgell celebrates 100 years of being part of Australian mealtimes, the iconic Australian brand is stepping up to the crease with OMD Create and News Australia with a new content partnership featuring Australian cricketer Alex Carey, in line with the Ashes.
Driven by the combined creative force of OMD Create and News Australia, a three-part video series brings Edgell’s ‘Grown For This’ platform to life, showcasing a century-long commitment to growing quality produce for Australian families.
For generations, Edgell has brought colour and flavour to Australian tables—from backyard barbecues and midweek family dinners. With cricket deeply embedded in Australia’s summer rituals and family culture, the alignment with Australian cricketer Carey feels like a natural continuation of Edgell’s 100-year legacy. Like Edgell recipes, cricket is passed down, taught, shared, and remembered across generations.
The video series celebrates cricket and all its charming quirks, helping fans, casual or committed, make sense of the game’s eccentric language and culture. Carey is joined by sports journalist Daniel Cherny over a Edgell beetroot burger as they unpack everything from the cricket rules and terms that sound made up—from Jaffa to Golden Duck and even the elusive Diamond Duck, to the surprisingly iconic tradition of the cricket tea break, the only sport in the world that officially stops for food. With Edgell at the heart of the conversation, the pair bring cricket’s quirks to life in a fresh, fun and flavour-filled way.
“Edgell has been grown for Aussies for 100 years. We’ve always believed that great meals bring people together, and nothing brings Australians together quite like cricket in summer. Partnering with News and shining a light on cricket’s place in our culture, we’re proud to be part of the moments that make an Australian summer feel like summer,” said Katie Saunders, Simplot senior director marketing APAC.
“For a brand that has been integral for Australian families for a century, it’s important we show Edgell’s cultural connections in an authentic way, and there’s no moment more deeply woven into our summer than cricket. Aligning Simplot’s heritage with the season’s biggest tradition was a natural fit. This partnership lets Edgell show up where Australians gather, celebrate, and share food,” concluded Emma Ray, head of OMD Create Melbourne.
