It started with a muddy scrum and a missed conversion.
In the lead-up to the 2023 Rugby World Cup, the team at Pollen Finance ran a small social media campaign. They filmed local high school rugby players from Paul Roos reenacting dramatic match moments – sliding through the mud, missing poles, being driven back in the scrum – all metaphors for the challenges businesses face when cash flow falters. The message? Let Pollen help you “get it over the line.”
What began as a clever bit of content quickly turned into something bigger. A follower commented, “Should be called Pollard Finance!” And suddenly, a name that had been floating in jest was about to become a defining moment for the brand.
As fate (and a bit of social media magic) would have it, Handré Pollard’s agent reached out. Pollen hadn’t been chasing celebrities or looking for endorsements – but here was the Springbok fly-half, fresh off clutch performances that helped South Africa scrape through three one-point World Cup games, offering to join forces.
“He came to us,” recalls Mark Van Niekerk, Brand Marketer at Pollen. “I had a corporate mentor once tell me: in business, the best opportunities come when people seek you out. That’s exactly what happened.”
Pollard, the most highly paid rugby player in the world, became the face of Pollen Finance. And suddenly, a tongue-in-cheek social comment had grown into a serious brand campaign with national impact.
The ad shoot itself was a story worth telling. Due to Pollard’s schedule, Pollen flew to the UK and filmed in icy weather. Pollard arrived at 6am, in shorts, hauling tackle bags and rugby balls until 9pm – and didn’t complain once.
“That guy is a total professional,” says Van Niekerk. “He just got on with the job.”
It’s a humility, Van Niekerk notes, that mirrors the spirit of South African business owners: up early, grinding through tough conditions, doing what needs to be done. “There’s something about rugby players – especially Springboks like Pollard – that reflects the resilience and grit of our clients. That work ethic connects.”
The campaign generated buzz – and confusion. Some people thought Pollard owned Pollen. Others assumed he’d taken a loan. Many simply called the company “Pollard Finance,” and still do.
But the impact was undeniable. “We saw a noticeable increase in business and brand awareness,” Van Niekerk says. “And that’s the point of a great brand ambassador – to drive awareness. Pollard did exactly that.”
For Pollen, the collaboration marked a turning point – not just in visibility, but maturity.
Pollard’s legacy – on the field and in the boardroom – intersects with something more profound in South Africa’s national identity. “That Springbok team reminded us what we can do when we work together,” Van Niekerk says. “It’s the same with business. When SMEs thrive, South Africa thrives.”
It started with a muddy scrum and a missed conversion.
In the lead-up to the 2023 Rugby World Cup, the team at Pollen Finance ran a small social media campaign. They filmed local high school rugby players from Paul Roos reenacting dramatic match moments – sliding through the mud, missing poles, being driven back in the scrum – all metaphors for the challenges businesses face when cash flow falters. The message? Let Pollen help you “get it over the line.”
What began as a clever bit of content quickly turned into something bigger. A follower commented, “Should be called Pollard Finance!” And suddenly, a name that had been floating in jest was about to become a defining moment for the brand.
As fate (and a bit of social media magic) would have it, Handré Pollard’s agent reached out. Pollen hadn’t been chasing celebrities or looking for endorsements – but here was the Springbok fly-half, fresh off clutch performances that helped South Africa scrape through three one-point World Cup games, offering to join forces.
“He came to us,” recalls Mark Van Niekerk, Brand Marketer at Pollen. “I had a corporate mentor once tell me: in business, the best opportunities come when people seek you out. That’s exactly what happened.”
Pollard, the most highly paid rugby player in the world, became the face of Pollen Finance. And suddenly, a tongue-in-cheek social comment had grown into a serious brand campaign with national impact.
The ad shoot itself was a story worth telling. Due to Pollard’s schedule, Pollen flew to the UK and filmed in icy weather. Pollard arrived at 6am, in shorts, hauling tackle bags and rugby balls until 9pm – and didn’t complain once.
“That guy is a total professional,” says Van Niekerk. “He just got on with the job.”
It’s a humility, Van Niekerk notes, that mirrors the spirit of South African business owners: up early, grinding through tough conditions, doing what needs to be done. “There’s something about rugby players – especially Springboks like Pollard – that reflects the resilience and grit of our clients. That work ethic connects.”
The campaign generated buzz – and confusion. Some people thought Pollard owned Pollen. Others assumed he’d taken a loan. Many simply called the company “Pollard Finance,” and still do.
But the impact was undeniable. “We saw a noticeable increase in business and brand awareness,” Van Niekerk says. “And that’s the point of a great brand ambassador – to drive awareness. Pollard did exactly that.”
For Pollen, the collaboration marked a turning point – not just in visibility, but maturity.
Pollard’s legacy – on the field and in the boardroom – intersects with something more profound in South Africa’s national identity. “That Springbok team reminded us what we can do when we work together,” Van Niekerk says. “It’s the same with business. When SMEs thrive, South Africa thrives.”
