Woolworths, the official supermarket and fresh partner of the Australian Olympic and Paralympic Team, is supporting its sponsorship with an integrated ‘Taste of Home’ campaign devised by BEcause Experiential Marketing.
The new campaign invites fans, friends and families to show their support for Team Australia by choosing typical Australian products to include in special ‘care packs’ to be sent to each athlete in Rio. The activation will be live in 950 stores across the country throughout July, and amplified through broadcast, radio, digital and social media channels.
Within each store, ‘Taste of Home’ displays and digital kiosks offer shoppers the chance to select the sport of their choice and find out more about individual Olympians and Paralympians from the local area to support. Having chosen one of 20 ‘Taste of Home’ products, consumers either type or write a personalised message to accompany their product choice. All comments and products are then assembled into personalised care packs to be sent to every member of Team Australia’s Olympic and Paralympic squad when they are in Rio – around 800 athletes in total.
Shoppers engaging in the in-store campaign are also encouraged to take a selfie to share alongside their message on social media. In return, they receive a free ‘Eat Like a Champ’ recipe book, with healthy lunchbox ideas inspired by the Australian Olympic Team. Consumers can also post messages of support on a dedicated ‘Taste of Home’ website (www.wooliestasteofhome.com.au), where athletes will be encouraged to send back their own message of thanks to fans, friends and families.
Gareth Brock, client development director at BEcause Australia, commented: “This campaign is all about showing Team Australia that although the Rio 2016 Olympic Games is a long way from home, the whole of Australia is right behind them. It’s about sending every one of our athletes a personalised pack of emotional and nutritional support from fans right across the nation.”
Aysha Down, sponsorship activation manager at Woolworths, commented: “Woolworths is very proud to be sponsoring Team Australia at the Rio 2016 Olympic and Paralympic Games. Our food choices affect our performance every day, whether or not we are athletes. It’s going to be a great way for ordinary people to connect with our country’s best sportsmen and women, because every bit of support will help them get over the line.”
This campaign is the latest in a number of activations that BEcause Australia has created for Woolworths. Earlier this year, BEcause created a 438sqm ‘Woolworths Kitchen’ with cooking masterclasses, kids’ activities and fresh food sampling to promote Woolworth’s headline sponsorship of the Sydney Royal Easter Show. Other clients of BEcause Australia include Kimberly Clark, The Salvation Army, Cirque Du Soleil and AGL.