Brands get tactical around AFL grand final, 39% of Herald Sun editorial pages devoted to AFL

Advertisers got tactical around the Herald Sun’s coverage of the AFL grand final today, with brands including Kellogg’s making references to the sport in the Melbourne newspaper.

The cereal maker ran an ad for its Just Right brand that drew attention to the large crowds at an AFL match.

The ad featured a picture of a bowl of Just Right and an AFL crowd. The copy read “This is Just Right. And this is just a few fans. Another great Aussie understatement.”

Financial services group Dixon Advisory ran an ad featuring former Hawthorn midfielder Nick Ries.

Official AFL also ran an ad to spruik AFL merchandise, while the Herald Sun ran two AFL-themed house ads for the paper’s digital pass with the headline “Swans top the pecking order”.

Of a total of 97 editorial pages in the main section of the Sunday newspaper, 38 pages – including the cover – were devoted to coverage of the Sydney Swans’ defeat of Hawthorn yesterday, almost 40% of the newspaper.


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