Emotive has teamed up with Carat to launch a campaign that involves fitness fanatic Michelle Bridges poking fun at herself and health trends in general.
Off the wall scenes include Michelle waking up in the ‘plank position’ and walking her dogs by carrying them while doing lunges, with the new social video campaign part of Woolworths’ digital marketing.
The content will be distributed via a digital amplification strategy that includes Woolworths’ owned assets, social media, social influencers and publisher syndication.
“Our approach to content creation always starts with the audience,” strategic partnerships and audience director Jamie Crick said. “Michelle has an amazingly engaged fan base and we knew this humorous approach would capture their attention along with the broader public.”
“We’ve put in place an amplification program that ensures the content not only reaches Michelle’s many fans, but also the much wider audience we know is in the market for healthy meal options and amusing social content.”
Carat senior digital manager Nicholas Chin added that Emotive’s audience-first approach helped both Carat and Woolworths to ensure the creative was tailored for the right audience on the right platform.
“The result for Woolworths is video content that doesn’t just entertain but actually drives real social conversation, which can be difficult in this cluttered retail environment,” he said. “Their agile approach to content production is really refreshing and keeps us all on our toes, but it is an approach that delivers genuine brand value for Woolworths and keeps us looking forward to what comes next”.
Woolworths’ brand manager – health and celebrity Kate Walker also commented on the campaign, and said it was a great opportunity to inject some humour into the content.
“By having a bit of fun, it’s given us permission to talk to the audience about our amazing new range of healthy, frozen meals. The theme continues into two short form pieces that address the perception that it’s hard to be healthy.”
The Delicious Nutritious range at Woolworths is inspired by Michelle’s passion to help Aussies enjoy a healthier lifestyle everyday. Each meal option is a complete balanced meal with less than 450 calories, 3 serves of vegetables, and at least a four Health Star Rating.