To celebrate the third year of supporting the AFL as its official supermarket partner , Woolworths has launched a new integrated sponsorship campaign with the help of M&C Saatchi.
The ‘Feeding your hunger for footy’ TV commercial was aired during the first round and was seen across the women’s grand final last weekend, with the campaign putting fans at the centre by connecting them through celebrating the rituals of Friday night footy and the unique language and humour of the game.
Commentary throughout the campaign was courtesy of veteran AFL broadcaster Denis Cometti. Women’s AFL players Katie Brennan, Darcy Vescio and Nicola Stevens also feature in the TVC, as well as male players Jake Sidebottom, Tom Hawkins and Josh Kennedy across the sponsorship campaign.
Woolworths director of marketing Andrew Hicks said: “We know that watching the footy on a Friday night with friends and family at home is a favourite pastime for many of our customers.
“Through this campaign, we aim to share their passion for the game and celebrate how Australians come together over food to cheer their favourite team on.”
The campaign will run across the broadcast partnership with Channel Seven through 30-second TVCs, out-of-home, radio, digital, in-store POS, digital discovery and social actions, as well as at the games throughout the season at Woolworths Playgrounds across various grounds in Melbourne.
Andrew Hicks – director of marketing, supermarkets
Nick Chapman – meneral manager, marketing communication and brand
Peter O’Sullivan – head of public relations, community and sponsorships
Elizabeth McCall – marketing communications manager
Jess Syam – marketing communications specialist
Aysha Downs – marketing manager, sponsorship
Rommel Fernando – assistant manager, sponsorship and activation
Tom McFarlane – creative partner
Michael Andrews – creative director
Ben Stainley – senior copywriter
Nathan Moore – art director
Mark Wilkinson – copywriter
Sophie Ayles – strategy
Rod James – executive producer
Dean Hastie – design director
Rochus Dahnken – designer
Luke Renton – digital producer
Sarah Webb – print producer
M&C Saatchi Sport & Entertainment
Jamie Gilbert-Smith – managing director
Tom Mort – account director
Katie Leslie – account manager
Joe Connor – executive producer
Paul Goldman – director
Michael Houlahan – editor
Anna Greensmith – post-production producer
Nigel Crowley – sound engineer
Stu Cadzow – flame compositor
Barbara Messitt – group business director
Jen Douneen – connect sponsorship and integration director
MKTG: activation partner