Bunnings and Bastion Aotearoa recognise grassroots coaching legends

Bunnings New Zealand and Bastion Aotearoa have launched a new campaign to recognise the volunteers that coach grassroots sport across Aotearoa.

Rather than taking a more traditional sponsorship approach, the ‘Coaching legends’ programme creates a distinctive and ownable platform that reinforces a long-standing commitment to grassroots communities, says Bunnings.

The initiative was born from the insight that volunteer numbers in grassroots sport have dropped 28% since 2018, meaning fewer people are carrying more of the load. Research commissioned by Bunnings also found volunteer coaches are dedicating upwards of 12 hours a week to the role, but so often their efforts go unrecognised.

Supporting coaches and their clubs

Led by Bastion Aotearoa with support from Bastion Australia, the fully integrated platform brings together the agency’s trans-Tasman strategy, creative, design, public relations and production expertise. Bastion has been involved end-to-end, from developing Bunnings sponsorship strategy for New Zealand through to concepting and implementing this initiative.

Working alongside PHD and Howler, ‘Coaching legends’ rolls out across earned media, ambassador channels, AV, OOH, digital, social, radio, in-store and partner channels, creating a unified presence across every touchpoint.

Supported by Sport New Zealand and Kiwi sporting legends Shaun Johnson, Portia Woodman-Wickliffe, Brook Ruscoe, Francis de Vries and Amelia Kerr, the nationwide programme invites Kiwis to nominate outstanding volunteer coaches from their local clubs. Selected coaching legends will be recognised through storytelling, community activity and meaningful rewards that support both the coach and their club.

Genuine purpose

“Coaching Legends gave Bastion the opportunity to create something with genuine purpose that celebrates the people who make grassroots sport possible while creating a platform that Bunnings can own for years to come,” says Bastion Aotearoa chief creative officer Oliver Green.

Bunnings New Zealand general manager Melissa Haines adds ‘Coaching legends’ reflects the brand’s longstanding commitment to local communities in New Zealand.

“Supporting grassroots sport is a natural extension of Bunnings’ commitment to the communities we serve. Together with Bastion, we wanted to go beyond traditional sponsorship and back the people who make local sport thrive. ‘Coaching legends’ shines a light on the volunteers at the heart of it all, recognising their impact both on and off the field.”