Cricket Wellington

Backyard Basin Lawn Seed

OVERVIEW

Grassroots cricket is the lifeblood of the sport in New Zealand. It’s a favourite community pastime, as well as a critical pipeline for the future stars of the game. But local clubs were struggling, with memberships shrinking by 12.5% since 2018, and most receiving no financial support from the Government or associations.

To give these local clubs a boost, we tapped into people’s passion for sport and pride in their garden. Turning a usually unremarked-upon commodity into an object of desire.

campaign outcomes

A seed to nourish the grassroots

We launched a one-of-a-kind, limited edition product: Backyard Basin Lawn Seed. It meant fans could re-create a patch of Wellington’s iconic Basin Reserve in their own backyard.
We spread the word with no budget, seeding interest via targeted influencers like the Alternative Commentary Collective and players like Sophie Devine. Launched as the perfect gift for Father’s Day, we sold out of 1000 signature bags in just 48 hours – raising $10,000 for junior cricket.

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Our success inspired Tui to roll out the product permanently – helping ensure sustained grassroots growth for the future.

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