Woolworths Takes A Joke, Has Michelle Bridges Lunging With Dogs In New Health Campaign

Woolworths Takes A Joke, Has Michelle Bridges Lunging With Dogs In New Health Campaign
SHARE
THIS



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.

 

Please login with linkedin to comment

closure hotel Jamie Oliver Skittles

Latest News

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels
  • Advertising
  • Media

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels

A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]

by B&T Magazine

B&T Magazine
72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]