In early 2012, M.J. Bale, was a little known independently owned Australian men’s fashion label competing against global brands like Hugo Boss, Zegna and Paul Smith.

Convincing fashion forward Australian males to choose its suits and shirts over the better known alternatives was going to take more than a compelling retail offer.

Enter ‘Grazed on Greatness’. A campaign that highlighted M.J. Bale’s passion for provenance – the wool its suits were made from was literally infused with Australia’s greatest victories (its Merino sheep having grazed on the hallowed turf from the Sydney Cricket Ground).

This campaign had a media spend of just $89,000, yet it delivered an extraordinary ROI of 11.5 : 1 and incremental sales valued at $1.767 million.

‘Grazed on Greatness’ is now an innovations platform driving product development with Flemington and Glastonbury being explored.