Woolies Feeds Aussies’ Footy Hunger With New Campaign Via M&C Saatchi

Woolies Feeds Aussies’ Footy Hunger With New Campaign Via M&C Saatchi

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


M&C Saatchi:

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


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Jamie Oliver Qantas The Bastion Group Woolies

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