Firing up the footy: Bunnings and Bastion celebrate grassroots legends

MELBOURNE, Today: Behind every great footy club is someone who knows their way around a BBQ. Bunnings and Bastion have spent another season making sure those unsung legends get noticed.

Now in its second year, Legend of the Tongs has grown from a grassroots recognition programme into a nationwide celebration, giving local communities a bigger say in who deserves the honours.

The biggest addition for 2026 was Community Choice, allowing Australians to vote for their favourite BBQ heroes. More than 15,000 votes were cast during the 18-week campaign.

Across the season, 724 nominations rolled in from AFL clubs nationwide, with 90 volunteers recognised. Eight finalists eventually headed to Melbourne for the AFL Grand Final celebrations.

The campaign also brought their stories to a wider audience through social, earned and owned media, alongside Channel 7, the AFL and ambassadors Matthew Richardson and Libby Birch.

Broome's Michael Albert, from Cable Beach Football Club, took home the Golden Tongs after a decade of service, winning $25,000 in Bunnings products and materials for his club.

Legend of the Tongs is ultimately about giving those people the recognition they deserve and this year we’re really proud to have given clubs and supporters a greater role in celebrating their local legends – it’s phenomenal to see communities across Australia get behind it.” – Michelle Walter, Head of Community, Partnerships and Events, Bunnings

The Grand Final weekend activation attracted more than 100,000 visitors, served upwards of 10,000 snags and helped four participating clubs raise more than $35,000 for their communities.

Bastion Communications Managing Director Richard Chapman says the second year was about more than growing the numbers. Getting communities genuinely involved was the real opportunity.

“Having a more community centric approach was an important evolution for Legend of the Tongs this year because it shifted these communities from simply being an audience for these stories to having an active role in shaping the campaign,” said Chapman.

“Combined with earned storytelling, content and the live experiences, it gave us a new way to keep building the platform across the entire footy season rather than relying on just one campaign moment,” he added.

Bunnings Head of Community, Partnerships and Events Michelle Walter says grassroots sport simply wouldn't happen without the volunteers who keep their clubs running.

“Legend of the Tongs is ultimately about giving those people the recognition they deserve and this year we’re really proud to have given clubs and supporters a greater role in celebrating their local legends – it’s phenomenal to see communities across Australia get behind it,” said Walter.

“We’re proud of how the platform has evolved in its second year and look forward to where we can take it in 2027, continuing to build on our 12-year partnership with the AFL and celebrate even more of the people who make grassroots footy so special.”

The results speak for themselves. Nominations increased 23.13%, while the campaign generated 299 media hits, 178 social hits and a total reach exceeding 10.5 million.