Edgell has teamed up with OMD and News Corp to mark 100 years in Australian mealtimes with a new content partnership featuring cricketer Alex Carey.
A three-part video series brings Edgell’s ‘Grown For This’ platform to life, showcasing its century-long commitment to growing quality produce for Australian families.
It celebrates cricket and all its quirks, helping fans, casual or committed, make sense of the game’s eccentric language and culture.
Carey sits down with sports journalist Daniel Cherny over a beetroot burger to unpack everything from cricket’s rules to the iconic tea break.
“We’ve always believed that great meals bring people together, and nothing brings Australians together quite like cricket in summer,” said Simplot senior director marketing APAC, Katie Saunders.
“Partnering with News and shining a light on cricket’s place in our culture, we’re proud to be part of the moments that make an Australian summer feel like summer.”
Emma Ray, head of OMD Create Melbourne, said aligning Simplot’s heritage with the season’s biggest tradition was a natural fit.
“For a brand that has been integral for Australian families for a century, it’s important we show Edgell’s cultural connections in an authentic way, and there’s no moment more deeply woven into our summer than cricket,” she said.
“This partnership lets Edgell show up where Australians gather, celebrate, and share food.”
Credits:
Simplot
Katie Saunders – Senior Director Marketing APAC
Jess Romeo – Director of Marketing Communications
Eleanor Henry – Marketing Manager, Brand and Communications
OMD Create
Ayesha Kiely – Director of Content and Partnerships
Emma Hook – Partnerships Account Director
Niesha Happell – Partnerships Account Manager
OMD
Laura Nathan – Business Director
Carly Heverin – Account Director
Lara Paull – Media Implementation Manager
Jinny Jornkhokkruad – Account Executive
NewsCorp
Louise Nasalio – Client Project Manager
Lulu Freedman – Creative Director
Mariam Digges – Commercial Content Writer
Madeleine Hobson – Client Partner
Haylee Porter – Client Executive
Elizabeth Calwell – Head of Strategy and Solutions
James Prosser – Client Insights Manager
James Hall – Client Planning Lead