Strauchanie is back – and this time, Australia’s self-appointed footy superstar has his sights set on the NFL.
Ahead of the NFL’s historic arrival in Melbourne on Friday 11 September, Carlton Dry has enlisted the fictional AFL cult hero for its latest campaign, ‘It’s Still Footy’, as he attempts to prove he has what it takes to make the unlikely leap from AFL to NFL.
The campaign, developed to celebrate the shared passion, mateship and rituals across both codes, sees Strauchanie attempt to master the NFL and build what he believes will be Australia’s greatest NFL highlight reel.
“I’ve always said I was good enough to play at the highest level, it just so happens the AFL couldn’t see it,” said Strauchanie.
“But now the NFL is bringing a game to Australia and I thought, why not me? There’s still a ball, there’s still kicking, it’s still footy, I’ll still be a natural.
“It’s obvious the four competition winners will enjoy my performance more than the other players, so I don’t even need to say it.
“Also, I’m backed by the beer made for footy, Carlton Dry, so I reckon I’m a shoo-in.”
The campaign comes as the San Francisco 49ers and Los Angeles Rams prepare to face off at the MCG in the NFL’s first-ever regular-season game in Australia.
While AFL and NFL are separated by thousands of kilometres and plenty of rule differences, Carlton Dry is leaning into the similarities between the two fanbases – from pre-game catch-ups and friendly rivalries to the post-match debrief.
Jessica Johnson, Marketing Manager at Carlton Dry, said the Melbourne game provided the brand with an opportunity to tap into Australia’s broader footy culture.
“When our old mate Strauchanie got wind of the new partnership, he was immediately on the phone asking to meet some of the NFL bigwigs,” Johnson said.
“Carlton Dry has always brought people together before, during and after the siren, so we were happy to help.
“As the beer made for footy, it’s only right we’re partnering with the NFL in Australia to be part of their first regular-season game. Playing it at the MCG is particularly special because it’s the home of big games and where footy legends are made.
“Being able to back the ultimate Aussie battler in Strauchanie, while giving four true footy fans the opportunity to be part of this historic moment, was a natural fit.”
NFL General Manager – Australia and New Zealand Charlotte Offord said the organisation had enjoyed watching Strauchanie attempt to get his head around the new code.
“We’ve had a lot of fun watching Strauchanie discover the NFL, and while we’ll never ask him to forget where he came from, we’re confident there’s room in his heart for more than one footy code,” Offord said.
She added that Carlton Dry’s connection to Australian footy culture made it a natural partner for the landmark game.
“As we prepare for the NFL’s historic first-ever regular-season game in Australia, having a partner with such a strong connection to footy culture helps us engage fans in a uniquely Australian way,” she said.
Alongside Strauchanie’s NFL ambitions, Carlton Dry is also giving footy fans the chance to attend the historic game, with two double passes up for grabs.
To enter, fans must answer in 25 words or less which AFL player they think would be best suited to the NFL – and explain why.
The campaign will culminate on game day, with Carlton Dry taking over Yarra Park outside the MCG with its Carlton Dry Pub, giving fans a place to gather from 7am before the 49ers and Rams take to the field.
The activation is part of Carlton Dry’s ongoing positioning around footy culture, with the brand aiming to bridge the gap between Australia’s traditional code and the NFL’s growing local audience.
