Because & Society bring the sweet smell of success for Woolworths Own-Brand bakery refresh


Who said roadshows were a thing of the past!? They’re back and remain a key ingredient to the Because DNA.

Woolworths, a long-term client of Because, recently reformulated its own brand bakery offering with nearly 150 new and improved cakes, cookies, and desserts. To mark the launch of their new mouthwatering own brand bakery range, Because teamed up with PR agency Society with the aim of giving customers a reason to take a fresh new look at Woolworths Bakery while educating and informing customers on the breadth and benefits of the range.  

The campaign builds on Woolworths’ heritage, having introduced its first in-store Bakery in 1970. It’s only fitting for Woolworths, a community-centric organisation, to bring their new treats to the public to experience firsthand. With a dollop of nostalgia in mind, Because converted a stylish retro van into a branded, beautiful, fully wrapped Bake Away Van.   

Stocked with Woolworths Own Brand Bakery’s popular items including the Smash Cake, Lemon Meringue Tart, Carrot Cake Loaded Muffins, Mini-Vanilla Cupcakes, Double Choc Mini Muffins and Woolworths’ famous Banana Muffin Bar, the eye and nose catching Bake Away Van delivered free samples of Woolies’ most famous treats along Australia’s eastern seaboard from the 5th to the 13th of October.  

The roadshow started at Wintergarden shopping centre in Brisbane then rolled onto Sunshine Coast Plaza, Pacific Fair on the Gold Coast, Rouse Hill, Chatswood Pedestrian Mall, Marrickville Metro and finished up at Macarthur Square. Running in tandem with the Bake Away Van was Society’s incredible PR and social campaign that reached over 15 million people nationally across Twitter, Facebook, Seven Network, Channel Nine, Nationwide News including The Australian, Herald Sun, Courier Mail.  

Roadshows drive trial and purchase at scale, generate media and social sharing with real, authentic content, they help clients gain valuable market feedback and provide a full sensory experience. Speak to the team about your next roadshow.  

Ready to cook up some experiential magic for your brand? Get in touch here.

Author bio


I’m in my element when I can combine my passion for creative captivating experiences and my love of people. Whether its behind the scenes on a live activation site or producing a first-of-its-kind virtual experience. I’m all about using my diverse experience to make big moments happen for my clients.