Woolies Gives Its ‘Fresh Food People’ Tag A Green Spring Clean In Latest From M&C Saatchi

Woolies Gives Its ‘Fresh Food People’ Tag A Green Spring Clean In Latest From M&C Saatchi

Woolworths is reaffirming its commitment to being the Fresh Food People with a reimagined ethos launching from today in new work from creative agency M&C Saatchi.

Today’s Fresh Food People puts customers’ current and future priorities at the forefront and supports Woolworths’ ambition to be the country’s most loved and trusted brand.

Today’s Fresh Food People continues to celebrate locally grown fresh food, but also puts Woolworths’ diverse team across Supermarkets, Metro stores, Online and the Woolworths Food Company at its heart by putting a spotlight on the care they show for all Australians. How Woolworths is helping the country grow greener; making healthier easier, and allowing customers to shop their way are also key components of Today’s Fresh Food People.

More than just a brand platform, customers will experience what Today’s Fresh Food People means across their entire shopping experience, whether online or in-store, as well as an ongoing commitment to make healthier products more affordable.

Woolworths Group chief marketing officer Andrew Hicks said: “Australia and the world has changed profoundly over the last 18 months, and so have the expectations of our customers. As today’s fresh food people, we need to evolve and grow with them.

“We’ve been known as The Fresh Food People for more than 30 years; it’s an important part of our identity and heritage. Now is the right time to start a new chapter with Today’s Fresh Food People.

“It will continue our focus on our team bringing a little good to everyone everyday while ensuring our priorities match customers’ expectations on how we can create a better tomorrow for all Australians. Keeping Australians COVIDSafe and the care we show for team and customers during these times will also continue and be a key part of what it means to be Today’s Fresh Food People.”

A new brand campaign will begin the journey of communicating Today’s Fresh Food People, starting with a television commercial scheduled to premier during the Opening Ceremony of the Tokyo Olympic Games tonight.

Hicks added: “As the proud fresh food partner of the Olympic and Paralympic Games, we’re excited to begin communicating Today’s Fresh Food People to our customers during the Opening Ceremony. Fresh food plays a huge role in helping our world class athletes train and perform at their peak, and this felt like the right opportunity to celebrate a new chapter with our customers.”



Andrew Hicks – Chief Marketing Officer

Nick Chapman – Director, Brand Expression

Cassie Wheeler – Head of Marketing Communications

Evette Sanders – Marketing Communications Planner

Gabrielle Lum Mow – Marketing Communications Planner

Kara Landrigan – Marketing Communications Specialist

Helene Herbert – Marketing communications Specialist

Jo Rose – General Manager, Brand Strategy and Ecosystem

Tommy Holt – Senior Manager, Brand Propositions

Amanda Law – Planner,  Brand Propositions

Creative, M&C Saatchi:

Creative Partner – Tom McFarlane

Creative Director – Phil Leece

Creative Group Head – Peta McDowell

General Manager – Lisa Milner

Group Account Director – Lou Rice

Senior Account Director – Janine Allan

Executive Producer – Karen Muxworthy

Strategy Partner – Sophie Ayles

Strategy Director – Damien Eames


Production Company: Sweetshop

Director: Campbell Hooper

Producer: Allison Lockwood

DOP: Andrew Stroud

Film Art Director: Tom Churchill-Brown

Post Production:

Editing Company: The Editors

Editor: Stuart Morley

Producer: Olivia Reddy

Post finishing & Design: Resolution Design

Flame artists:  Stuart Cadzow and Doron Man

Colourist: Ben Eagleton

Executive Producer: Amanda Cairns-Cowan

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M&C Saatchi Woolworths

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