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The Woolworths Kitchen: a new inspiring way of celebrating food

By Meredith Cranmer

BEcause Australia have just wrapped Woolworths Royal Easter Show for 2016, and it’s another gold winning year for Best Sponsor Activation.

Woolworths inspired and educated show goers in the new Woolworths Theatre Kitchen - an inspiration hub hosted by Better Homes and Gardens’ celebrity Chef Fast Ed. Fast Ed showcased Easter recipes from Fresh Magazine, gave tips, and introduced the people behind the products including Woolworths farmers, growers and producers.woolworths1.jpg

Guests could also create hot cross buns with a twist, including the show favourite affectionately titled ‘The Wild’ – a hot cross bun topped with Nutella, mint and chilli. Don’t knock it until you’ve tried it!

Additionally, visitors were invited to create a tasting plate using 10 recipes that changed daily, which definitely tantalised their tastebuds.

Aysha Down, Sponsorship Manager at Woolworths said: “This year's experience is simple and effective. Woolworths Kitchen is all about inspiring people to cook for their families with fresh food. All of our suppliers have been so inspirational with their products and integrating them into exciting recipes. Fast Ed has been a great model in educating consumers and showing them how easy it can be to cook at home.”

When Fast Ed wasn’t wowing the crowds in the kitchen, kids could learn about healthy snacking and create their own flavours through our specially created hummus bar or in the iconic Food Farm. There, they could learn about where food comes from by digging for root vegetables and creating a healthy lunch which was proudly supported by Woolworths Fresh Food Kids.

Stephanie Babin, Senior Account Manager at BEcause has worked on the sponsorship for three years now and has seen it grown and evolve. She said: “It’s both challenging and exciting to give the Woolworths Fresh Food Showcase a breath of fresh air each year. Our goal was to inspire and educate consumers whilst ensuring they have a memorable and unique experience with Woolworths. We created a kitchen where freshness, engagement, interactivity and personalisation were at the heart of the experience - and the response has been overwhelming!”

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