Four’N Twenty has launched the ‘Pie Scarf’, a limited-edition accessory designed to solve one of game day’s most overlooked challenges via TBWA\Australia and Eleven.
The scarf was revealed ahead of the AFL and NRL Grand Finals and seeks to help fans undertake the perilous walk from the food outlet back to their seat, attempting to balance hot pies, drinks, phones and sauce sachets through packed concourses and crowded aisles – with no spillages.
Created by TBWA\Australia and Eleven, the Pie Scarf is custom-made, brought to life by local Coburg-based supplier, Geccu. The innovative design features two built-in pie pockets made to hold Four’N Twenty pies to keep your hands free.
Comedian Brett Blake unveiled the invention through a social campaign that celebrated the glorious over-engineering of a very Australian problem, and a limited run of Pie Scarves were produced and seeded to media, creators and footy fans.
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Anand Surujpal, Patties Food Group chief marketing and growth officer, said the idea reflected the role Four’N Twenty has played in Australian sporting culture for generations.
“For decades, we’ve been part of people’s footy rituals, so we loved the idea of taking a universal game-day experience and turning it into something unexpectedly useful. The Pie Scarf was equal parts practical and ridiculous, which is exactly why people responded to it. It felt like something that genuinely belonged in the crowd on Grand Final day.”
Matt Stoddart, executive creative director at TBWA Australia, said the idea stemmed from looking at footy fan culture rather than the product itself.
“Australians have a strange habit of applying incredible ingenuity to very specific problems, and this felt like one of those opportunities. The more we talked about it, the more we realised there really wasn’t a better way to carry pies at the footy. Now everyone’s hands are free to focus on the drinks tray and give gestures for questionable umpiring decisions.”
The campaign was supported by earned media and social content, with fans invited to sign up and register their interest in future Pie Scarf drops through the Four’N Twenty merchandise store.
Credits:
Client: Four’N Twenty / Patties Food Group
Agency: TBWA Australia and Eleven
Executive Creative Director: Matt Stoddart
Creative: Mads Catanese
Creative: Izzi McGrath
