The Challenge Presented
Returning for its second year, Bunnings Legend of the Tongs celebrates the unsung volunteers who keep community footy clubs running across Australia. From firing up the BBQ to rallying the team, these local legends are at the heart of grassroots footy.

For 2026, Bastion was tasked with building even greater national momentum, driving participation and giving more communities the chance to celebrate the people who make their clubs possible.

The Strategy Created
Bastion delivered an integrated earned, activation and owned content program across 18 weeks of the AFL season, turning the stories of local BBQ legends into a national celebration.

Kicking off at Gather Round in Adelaide, the campaign amplified weekly winners through earned media and owned channels, alongside content created with Channel 7 and ambassadors Matthew Richardson and Libby Birch.

New for 2026 was the Community Choice vote, putting the decision in the hands of local communities and giving Australians the chance to rally behind their BBQ legends and vote them into the national final.

The campaign culminated at the AFL Footy Festival during Grand Final week, where Broome’s Michael Albert was crowned the 2026 Legend of the Golden Tongs. A decade-long Cable Beach Football Club volunteer across playing, leadership and committee roles, Michael, who was recently diagnosed with Multiple System Atrophy (MSA), remains committed to the club and took home $25,000 in Bunnings products and materials.

Michael was crowned at the bespoke Bunnings activation, featuring the Tongs of Glory entrance arch, Snag DJ deck and custom stage, transforming 18 weeks of storytelling into a national celebration of grassroots footy.

Set against a Footy Festival that drew more than 100,000 fans across the weekend, the activation served up over 10,000 snags and brought four local footy clubs on-site to volunteer, raising more than $35,000 for their communities.

The Strength Achieved
Bastion put Bunnings in a position of strength at the heart of grassroots footy, building on an established platform while giving communities across Australia an even bigger role in celebrating their local legends.

The campaign generated 724 entries from AFL clubs nationwide, recognised 90 local BBQ legends and attracted over 15,000 Community Choice votes. It also secured 279 earned media hits and 163 social media hits, delivering more than 9.5 million in total PR reach across earned and social.