Woolies Releases ‘Grown In Australia. Picked For Rio’ Ads For Olympic Teams

Woolies Releases ‘Grown In Australia. Picked For Rio’ Ads For Olympic Teams
SHARE
THIS



Woolworths, the fresh food people, has released its latest campaign ‘Grown in Australia. Picked for Rio’ to celebrate the Australian Olympic and Paralympic team competing in the Rio 2016 Olympic Games.

Created in partnership with creative agency M&C Saatchi and media agency Carat, the set of commercials feature three home-grown champions – water polo player, Holly Lincoln-Smith, basketballer Joe Ingles and wheelchair rugby player, Ryley Batt, shown below.

The commercials were showcased to a wide Australian audience on Saturday with the 60 second TVC screened on Channel 7 during the opening ceremony of the 2016 Rio Olympic Games.

Woolworths is the Fresh Partner of the Australian Olympic and Paralympic teams, and the campaign explores the parallels of nurturing and developing athletes with growing fresh Australian produce.

Through the Olympic and Paralympic partnership, individual commercials about Joe Ingles and Ryley Batt form part of the campaign and focus on their personal stories about growing into champion athletes.

In an Australian media first, Woolies will be delivering messages of well wishes on YouTube to the Australian Olympic and Paralympic athletes competing in Rio using Google Moment Targeting.

Further to the campaign, as part of the Woolworths partnership with the Australian Paralympic team, Woolworths customers and team members have helped to raise nearly $700,000 to assist with getting the Australian Paralympic team over to Rio to compete.

Woolworths Food Group director of marketing, Andrew Hicks, said, “Woolworths is extremely proud to have been picked as the Fresh Partner for the Australian Olympic and Paralympic teams. Our Grown in Australia.

“Picked for Rio campaign shows the correlation between growing and picking fresh produce and nurturing athletes. This has been achieved through highlighting elements such as fresh air, food and water.

“The campaign unearths the similarities between harvesting the freshest of food when it’s ready to be consumed, to picking the very best athletes when they are ready to represent our country. ”

The campaign will be released across national TV, cinema, radio, press, social and digital. Out of home will also feature heavily with 641 national placements, 189 state specific placement and 201 malls across the country. The creative executions across the various out of home, digital and in-store elements feature many Australian Olympian and Paralympians.

Tom McFarlane, Executive Creative Director M&C Saatchi, said “In this campaign we parallel the nurturing of crops Australia-wide, with the nurturing of healthy, young Australian athletes. We see both grow and flourish until they are picked – the fresh produce for Australian tables, the athletes for the Olympic world stage in Rio.”
The campaign is the first activity since launch of the Woolworths campaign platform “That’s why I pick Woolies” in July.

Please login with linkedin to comment

International Convention Centre Sydney Jamie Oliver Qantas Skittles

Latest News

Moccona Launches New “Me-Time” Brand Platform, Via Edge
  • Advertising

Moccona Launches New “Me-Time” Brand Platform, Via Edge

Iconic coffee brand Moccona has launched its new brand platform, “me-time”, which puts a contemporary lens on “everyday indulgence”, the brand’s long held positioning. The new platform was developed in conjunction with Edge after extensive research into the attitude and state of mind of today’s coffee drinks. This showed that the shift to living ‘always […]

Network 10 And Nickelodeon International Partner For First-Time With Live Action Series
  • Media

Network 10 And Nickelodeon International Partner For First-Time With Live Action Series

Nickelodeon International and Network 10 have announced their first-ever partnership, greenlighting live-action TV show Taylor’s Island (working title). The show will be produced by Fremantle with significant production investment from Screen Australia, and premiere across Nickelodeon channels globally in early 2022. Nordic Entertainment Group is also a partner to the agreement, and will premiere Taylor’s Island […]

Introducing The Zavy Social Scoreboard
  • Partner Content

Introducing The Zavy Social Scoreboard

You might have noticed a colourful scoreboard sitting on the B&T homepage this month. Well, allow us to formally introduce ourselves – and it. We’re Zavy. And we believe in the promise of social media: brand building by two-way engagement and rich communication.       What does this have to do with a scoreboard? […]

Partner Content

by B&T Magazine

B&T Magazine
Study: 81% Of Creatives Say COVID’s Hit Their Earnings, 40% Saying It’s More Than Halved
  • Uncategorised

Study: 81% Of Creatives Say COVID’s Hit Their Earnings, 40% Saying It’s More Than Halved

A new survey released today from global creative platform Genero shares first-hand findings from creative talent around the world about the impact COVID-19 has had on their work life, and what the future holds for the creative production industry. The report, The Impact of COVID-19 on the Global Creative Industry, finds that COVID-19 has accelerated […]

Foxtel Media Unveils Four New Digitally Enabled Cient Offerings
  • Media

Foxtel Media Unveils Four New Digitally Enabled Cient Offerings

Foxtel Media has announced four new offerings to provide advertisers expertise in more targeted, dynamic media delivery as part of a realignment towards digital. The new offerings are Foxtel Xplore Audience targeting on Kayo, addressable audience targeting on Foxtel Go, the ability to target in-venue viewers on Fox Venues, and a new Dynamic Trading Platform. […]

“The Free And Open Internet Is A Force For Good”: Quantcast Reveals New Intelligent Audience Platform
  • Technology

“The Free And Open Internet Is A Force For Good”: Quantcast Reveals New Intelligent Audience Platform

On Thursday, Quantcast held their Virtual NOVA event, discussing the current state of the advertising industry, the end of third-party cookies, the open internet vs walled gardens, and data privacy and consent. The event coincided with the launch of their new Quantcast Platform. It is an intelligent audience platform powered by the company’s patented AI […]

New Research Reveals Men Unsure How To support Gender Equality
  • Uncategorised

New Research Reveals Men Unsure How To support Gender Equality

Global marketing agency LEWIS today revealed findings from its new global research on gender inequality, conducted in support of the global HeForShe movement. You can read the report in full here. The report shows the impact and perceptions of gender inequities during the pandemic across 13 countries. The findings reveal an alarming trend: 98 per […]

Haystac Wins Dairy Australia’s PR
  • Marketing

Haystac Wins Dairy Australia’s PR

Social relations agency, Haystac, part of the BWM Dentsu Group, has been appointed PR agency for Dairy Australia following a competitive pitch. As the national services body for the dairy industry, Dairy Australia supports the profitability and sustainability of dairy farming and its role in producing quality, nutritious food, while committing to the care of […]

Rexona Clinical’s Unique ‘Pitvertising’ Won The Summer, Via Clemenger BBDO Sydney
  • Advertising

Rexona Clinical’s Unique ‘Pitvertising’ Won The Summer, Via Clemenger BBDO Sydney

While the Sydney Sixers won the BBL season ten trophy, Rexona Clinica won the summer sports marketing battle with a game-changing sponsorship idea. BBL 2020-21 series will go down as the ‘Year of the Pit’ after Rexona Clinical owned the summer after unveiling its new form of advertising sponsorship – ‘Pitvertising’. The concept, devised by […]