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Connecting an organisation with its supporters
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During a challenging time for Newcastle Knights rugby league, Peach developed a campaign to reaffirm the Knights brand and reconnect fans with the team.
Peach identified and brought to life a truth; that the Knights are bred from some of the toughest, most honest and hardest working people in Australia – just like the fans.
The ‘Bred from Tough’ campaign attracted a groundswell of support; the phrase was even used by fans in their own efforts to rally support behind the Knights. Attendance at games swelled from an average of 13,000 people in 2007, to 18,000 in 2008.
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