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Richies Australia Day BBQ.

Legendary Cricket commentator Richie Benaud holds the greatest BBQ of all time.

For the first time in nearly fifty years, retiring Australian icon Richie Benaud wouldn’t be commentating the Australia Day cricket match.

A national treasure was about to spend the day alone. We couldn’t let that happen. In the spirit of our established brand strategy You Never Lamb Alone, we engaged him to organise a BBQ. After all, that’s what most people do on Australia Day. A content piece showed Richie at home ringing guests, but with a twist- the guests were icons from throughout Australian history. From Captain Cook, to bushranger Ned Kelly to cricketer Don Bradman, they all picked up. Only renowned Richie impersonator Billy Birmingham didn’t get an invite.

The film debuted online and immediately gained national coverage, from national news to morning shows to radio, press and online. Cricket commentators at the games in the lead up to Australia Day played the 1:40 film to a number of impromptu occasions like breaks in play or the lunch break. Then the public were invited to take part with their own impressions of Richie to win a spot at an Australia Day BBQ with the great man himself.

Results:
69 million media impressions
39 minutes in program integration
3,952995 Online views

Richie had spanned time and brought the country together on its national day, proving you never lamb alone.