Hello wins 4 Pines creative account, brewery turns Manly stadium into ‘Foz Pines Park’

Hello has been appointed creative agency partner for 4 Pines Brewing Company, with the agency already helping the brewer turn its Manly Sea Eagles sponsorship into a cultural moment.

The appointment comes as 4 Pines temporarily renames 4 Pines Park as Foz Pines Park for Manly’s Round 14 clash against South Sydney, tapping into fan momentum around club legend Kieran Foran.

The stunt follows growing support across the Manly Warringah Sea Eagles community for the “Fozball” era, with 4 Pines and Hello moving quickly to turn the brewer’s stadium naming rights asset into something more reactive and fan-led.

Rather than issuing a standard congratulatory social post, the brand used its naming rights to create a visible moment for fans, media and the broader NRL community.

The temporary rename has already drawn coverage across broadcast news, NRL fan sites and podcasts. It was also mentioned in NSW Parliament, where James Griffin MP reportedly called for the name change to become permanent.

The move gives 4 Pines a role in the fan conversation beyond logo visibility, positioning the brand as an active participant in local football culture.

Hello said the work showed how brands can move quickly when they understand fandom and the value of timely cultural participation.

The agency will now work with 4 Pines to bring the brewer’s new brand positioning to life, with a focus on ideas designed to build the brand in more meaningful and memorable ways.

The win adds 4 Pines to Hello’s client roster and gives the agency a prominent role across one of Sydney’s most distinctive local beer brands and sponsorship assets.