Celebrating Australian Wins for the Rugby World Cup

Local chicken institution, Chargrill Charlie’s prides itself on its community spirit, but wanted to do more to forge stronger connections between its staff and customers.

Roast chicken next to Chargrill Charlie's and Wallabies merchandise

Example was briefed to develop a highly impactful, low cost, creative initiative, to raise awareness of Chargrill Charlie’s offering, driving footfall with new and existing customers through press office activity and compelling marketing initiatives, all with on-brand alignment.


With Chargrill Charlie’s needing a quick turnaround idea, Example tapped into a pre-existing event with built-in audience popularity, and developed and launched the ‘Chargrill Charlie’s Cheers on the Wallabies!’ campaign. The campaign invited consumers to celebrate each Wallabies win, with Chargrill Charlie’s. 

Offering a free family pack and green/yellow trucker cap to everyone who came in-store dressed in Aussie colours within 24 hours of each Australian winning result, the campaign encouraged shared moments of fun and laughter between customers and staff.

Example compiled and distributed an announcement press release to target media in Sydney and Melbourne, continuing to share reminders before each game throughout the tournament.

Chicken on Astroturf

“The response we had from this campaign was overwhelmingly positive as we watched the momentum build and build throughout the World Cup through Example’s assistance. It was amazing to see this idea grow and grow each week with a record number of Chargrill Charlie’s fans coming through the doors of all 14 stores during the campaign.”

Saul Sher, Chargrill Charlie’s

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

Example House
69 Roslyn Street, Rushcutters Bay
Sydney, NSW 2011, Australia
+ 61 2 8322 4600

Example Studio
2 Scanlan Street, Fortitude Valley
Brisbane, QLD 4006, Australia
+61 7 2102 5904

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