Woolies Unveils Commonwealth Games Spot Via M&C Saatchi

Woolies Unveils Commonwealth Games Spot Via M&C Saatchi
SHARE
THIS



Woolworths, a partner of the Gold Coast 2018 Commonwealth Games, has launched Grown for Gold, a campaign aimed at inspiring Australians to rally behind our local athletes at the Games and tell the stories behind how they have become champions.

The work, by M&C Saatchi, draws parallels between Australia’s beautiful produce and how it has helped to grow some of our best athletes, Grown for Gold puts Woolworths Commonwealth Games athlete ambassadors at the heart of a multi-channel campaign that will roll-out over the coming weeks.

Athletes including Kurt Fearnley, Georgia Sheehan, Adam Gibson, Kelly Cartwright, Jessica Trengove, Damon Kelly, Caitlin Bassett and Brenden Hall feature in the campaign, highlighting their journeys growing up as well as their personal connection with fresh food.

Woolworths director of marketing, Andrew Hicks said; “It takes the best produce in the world to help grow the best athletes in the world and it’s no coincidence our Aussie athletes do so well at the Commonwealth Games given the great quality fresh fruit and veg they they grow up eating here in Australia.

“The Grown for Gold series is an authentic, emotional look into the lives of our Aussie athletes. It showcases where they’ve grown up, the people that have moulded them and the food that has fueled them to make them into the great sportspeople that they are today.

“As the proud Fresh Partner of the Gold Coast 2018 Commonwealth Games, we’re ready to cheer on our Aussie athletes and fuel our country with fresh fruit and vegetables that have been proudly grown for gold.

“It’s an honour to have the Games in our own backyard and customers shopping at Woolworths can expect to be immersed in the atmosphere of the Games across the Country, with a winning spirit in the air, no matter what store they shop in.”

The campaign will be supported across multi-channels including TV, digital, radio, in-store, out of home, print, catalogue, PR and social. Woolworths has also wrapped a tram travelling around the Games precinct, welcoming locals and visitors to the ‘Green and Gold Coast’.

CREDITS

Client: Woolworths

Director of marketing: Andrew Hicks

General manager of brand: Nick Chapman

Marketing communications manager: Alison Stratten

Marketing communications planner: Emilie Fares

Marketing communications specialist: Jaime Brock

Sponsorship marketing manager: Aysha Down

Sponsorship activation manager: Zoe Meredith

Agency: M&C Saatchi

Creative partner: Tom McFarlane

Creative director: Michael Andrews

Managing partner: Sian Cook

Strategy partner: Sophie Ayles

Senior copywriter: Ben Stainlay

Head of art: Niccola Phillips

Head of moving image: Rod James

Executive producer: Loren August

Senior print producer: Sarah Miller

Design director: Dean Hastie

Senior designer: Rochus Dahnken

Managing director, M&C Saatchi Sport & Entertainment: Jamie Gilbert-Smith

Senior strategist, M&C Saatchi Sport & Entertainment: Peter Pippen

Account director, M&C Saatchi Sport & Entertainment: Tom Mort

Senior account manager, M&C Saatchi Sport & Entertainment: Katie Leslie

Production company: Kite Productions

Director: Paul Goldman

Post-production: Resolution

Design, music and sound mixing: Song Zu

 

Please login with linkedin to comment

M&C Saatchi Woolworths

Latest News

Disrupt Yourself Before Someone Else Does
  • Opinion

Disrupt Yourself Before Someone Else Does

Michelle Gibbings (pictured below) is a change leadership and career expert and founder of Change Meridian. She is also the author of Step Up: How to Build Your Influence at Work and Career Leap: How to Reinvent and Liberate your Career. In this guest post, Gibbings says career change is inevitable, so best start planning for […]

Monday TV Wrap: ‘Australian Story’ Heads A Stellar Night For The ABC
  • Media

Monday TV Wrap: ‘Australian Story’ Heads A Stellar Night For The ABC

An inspirational episode of Australian Story proved a winner for the ABC last night. The episode, that featured former deputy PM Tim Fischer and his autistic son Harrison, was the most watched show of the evening – pulling 732,000 viewers – outside of the 6pm news bulletins. Seven won the night with 29.8 per cent; however, […]

by B&T Magazine

B&T Magazine
Myer Goes “Naughty Or Nice” In Christmas Spot Via Clems Melbourne
  • Campaigns

Myer Goes “Naughty Or Nice” In Christmas Spot Via Clems Melbourne

Myer has announced the arrival of Naughty or Nice Baubles for sale at Myer stores around Australia. The baubles, developed by Clemenger BBDO Melbourne, are the centerpiece of this year’s Myer Christmas campaign. A Naughty or Nice bauble apparently lets you and your family know whether you’re on Santa’s naughty or nice list. Using a little […]

Columbus Appoints Reprise Digital’s Rich Conway As Group Client Partner
  • Technology

Columbus Appoints Reprise Digital’s Rich Conway As Group Client Partner

Data-driven marketing agency, Columbus, A Merkle Company has appointed Rich Conway as Group Client Partner in NSW. Conway will lead a large-scale team and head up Columbus’ integrated solutions across Virgin Australia and a number of key Australian brands. With more than seven years of industry experience, Conway joins Columbus from Reprise Digital where he […]

The Brand Agency Brings Science To Behaviour Change
  • Media

The Brand Agency Brings Science To Behaviour Change

The Brand Agency has welcomed behavioural psychologist Dr Mark Hurlstone to its strategy and behaviour change team. Dr Hurlstone is head of The University of Western Australia’s Behavioural Economics Laboratory in the School of Psychological Science. Dr Hurlstone’s appointment is in direct response to the lack of true behavioural psychologists in the communications industry. His expertise will […]

Buyer journey flat isometric vector. A man to make a purchase is moving by the specified route with following steps - awareness, consideration, reviews, choice, purchase.
  • Advertising

Study: Australian Consumers Say Marketers Are Doing Customer Experience Wrong

Despite increasing investment from brands in marketing technology, nearly half of Australian consumers say brands aren’t meeting their expectations when it comes to the customer experience (CX). On top of this, even fewer remember the last time a brand exceeded expectations, according to results of a global survey commissioned by Acquia. Today’s consumers have more […]

Busiest robot in the office with a heavy workload on all of his six hands.
  • Partner Content
  • Technology

Seven Tips To Stop Robots From Taking Your Job

The Fourth Industrial Revolution is upon us, and it has many people freaking out about their career future. Jobs are increasingly being automated via technology such as artificial intelligence (AI), the Internet of Things and cloud computing. In fact, recent research by McKinsey suggests about 60 per cent of occupations could see at least a […]

Partner Content

by Hays

Comms Council & Pluto Media Form AWARD School Indigenous Scholarships Program
  • Advertising

Comms Council & Pluto Media Form AWARD School Indigenous Scholarships Program

In a bid to encourage more indigenous people into the advertising and media industries, Pluto Media has teamed up with The Communications Council of Australia to form a brand new AWARD School Indigenous Scholarships program. This includes acceptance into the AWARD School Application workshop and then, if selected, entry into the AWARD School course itself. Pluto Media’s […]

by B&T Magazine

B&T Magazine
News Unveils Delicious.Com.Au Refresh, Plus The Launch Of Delicious.Travel
  • Media

News Unveils Delicious.Com.Au Refresh, Plus The Launch Of Delicious.Travel

News Corp Australia’s premium food and lifestyle media brand delicious. has unveiled its new website delicious.com.au and launched the brand’s travel content destination delicious. Travel at an event at Icebergs Dining Room and Bar in Sydney. News Corp Australia’s director of lifestyle Fiona Nilsson and delicious. editor-in-chief Kerrie McCallum were joined by newly appointed delicious.Travel editor-at-large George Calombaris and […]

Taylors Wines Urges Vino Drinkers To Chill Their Reds Again This Summer
  • Campaigns

Taylors Wines Urges Vino Drinkers To Chill Their Reds Again This Summer

Taylors Wines is again challenging wine conventions in a new campaign that inspires wine drinkers to chill their red wines this summer. It’s widely believed that red wine should be served at room temperature. But among those in the know, popping a red in the fridge for 30 minutes before serving can make all the […]

How To Be An Introvert AND Run A Successful Client-Facing Agency
  • Opinion

How To Be An Introvert AND Run A Successful Client-Facing Agency

Emma Bannister (pictured below) is the CEO of Presentation Studio and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In this guest post, Bannister – a self-confessed introvert – reveals her tips on overcoming her people fear and becoming a success… I have a classic kitchen bench, start-up […]

Opinion

by B&T Magazine

B&T Magazine
Holden Unveils Latest Acadia 4WD In New Campaign Via AJF Partnership
  • Advertising
  • Campaigns

Holden Unveils Latest Acadia 4WD In New Campaign Via AJF Partnership

Holden’s brand rejuvenation from Aussie local to full-import takes another step with the launch of the Holden Acadia advertising campaign: Holden Acadia. Arrive.  The campaign, developed by AJF Partnership, suggests Acadia drivers that they “Don’t just turn up. Arrive.” Holden marketing director Kristian Aquilina said the Holden Acadia – as well as the Equinox also launched this year – […]