Tegel Free Range Fans

THE CHALLENGE

In year two as naming rights sponsor of the BLACKCAPS Test Series, Tegel needed to keep their brand soaring. The goal? Build on momentum, cut through the clutter of legacy sponsors, and win over the hearts (and stomachs) of cricket fans across the country.

INSIGHT

Most international cricket stadiums have fans cooped up in stadium seating for 8 hours a day. But NZ cricket stadiums are different, with grass banks for General Admission sections where spectators are free to roam and perch wherever they like.

THE SOLUTION

To champion their shift to 100% Free Range, Tegel claimed the most unstructured part of the stadium: the General Admission area. Rebranded as The Free Range Area, these grassy banks became the heart of the cricket experience.

From stadium boundary signage and ticket branding to cheeky broadcast moments, every touchpoint drove home the message that the “cheap seats” were actually the best seats in the house. TVNZ brought it to life on-screen, with integrated commentary and chicken-fueled banter that had fans considering Tegel throughout the season!

Fan-Favorite Moments
Tegel didn’t stop at signage. They owned the fan experience.

• ‘Tegel Free Range’ Fans on the Field: Tegel owned this uniquely Kiwi tradition where spectators step onto the field during the lunch break.
• Henry the Free Range Mascot: Strutting his stuff, handing out merch, and free ranging through the crowds at every match, Henry became a fan favorite.
• Citywide Content: Each Test match kicked off with Henry exploring iconic locations—free and proud—shown on the big screens throughout the day.