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.
Boutique PR and Marketing agency, Papaya, has secured two new national accounts including a launch campaign for BioPak and retaining the Australian Barramundi Farmers Association (ABFA) for four consecutive years. Adding to the agency’s portfolio of highly regarded accounts, Papaya will be responsible for a multitude of activities for each campaign inclusive of public relations, […]
Zenith Australia has promoted Jonny Cordony to Sydney managing director, where he will lead the brand’s vision for the Sydney office, developing high-performing teams, and driving strategic partnerships and growth outcomes for clients. After almost three years as Sydney general manager, Cordony takes on the new position effective immediately. Zenith Australia’s chief executive Nickie Scriven […]
The B&T 30 Under 30 awards are happening on Thursday 15th April, and to celebrate we’re showcasing more of our incredible young movers and shakers. Ben Stavert is Seven West Media’s Head of Social and Digital, and one of the shortlisted finalists for this year’s 30 Under 30 awards. Before his role at Seven, Stavert […]
Commonwealth Bank and the sport’s governing body, Football Australia, announced today that CBA will become the official naming rights partner and bank of the national women’s team, the Matildas, Junior Matildas and Young Matildas from August 2021. M&C Saatchi Sport & Entertainment supported Commonwealth Bank to bring the partnership together with Football Australia, and looks […]
The Economist Intelligence Unit (EIU), a division of The Economist Group, has announced the launch of “EIU Viewpoint”, a new digital product that combines the EIU’s expert political insights, policy analysis, and economic outlook with forward-looking forecasts and proprietary data. “EIU Viewpoint” helps businesses, academics, governments, and financial institutions stay ahead of the shifting global […]
Adelaide-based creative agency KWP! brings more than one hundred volunteers together in an onscreen battle against life threatening diseases for the sequel to The Hospital Research Foundation (THRF) Group’s ‘Together Fight’ campaign. Two 30-second TVC’s feature the return of ‘The Beast’, who comes up against a young patient and army of real-life patients, researchers, staff […]