The ask was BIG. The production was HUGE. And the awards party was EPIC!

We were tasked with inspiring all Australians to eat more fresh food during the Olympics. This is a challenge, as Aussies have limited understanding of the fundamental role fresh has on wellbeing as evidenced in the 2023 CSIRO Heath report.

Alas, we set about answering the brief leveraging Woolworths’ sponsorship of the Olympics & Paralympic games to create a campaign to prove that Woolworths’ quality food with fresh at the heart fuels not only our world-class athletes, but all Australians in their everyday lives.

It was a labour of love, but worth every blood sweat and tear shed.

Reaching 5 million Australians, our campaign proved to be highly memorable, cascading into significant growth across the funnel. We saw the highest ever lift for Brand Association, second highest ever lifts across Ad Recall and Awareness and significant uplifts in purchase intent exceeding benchmarks. The campaign also proved to be cost efficient - with CPMs 18% lower than internal media benchmarks, particularly promising given the competitive ad landscape.

The strategy set out to challenge fresh food preconceptions, unlocking permission to play and intentionally showing up differently from traditional broadcast channels. We sought to deliver our campaign proposition in the most captivating, contextual and relatable way to stand out in the competitive landscape. This approach was informed by the importance of entertainment to drive memorability on TikTok, specifically the trend force of ‘storytelling unhinged’ to captivate attention.

YouGov BrandIndex Brand Perception Results showed an uplift in GenZ positive feeling towards Woolworths, from 34% to 37% (fastest recovering audience) during our campaign, positively correlating with Kantar Study results that saw our TikTok campaign resonate strongly with younger Australians.

Client: Woolworths Supermarkets

Agency: M&CSAATCHI Greenhouse

Role: Senior Social Creative