Woolworths serves up multi-sensory food experience at Australian Open


Woolworths, the fresh food people, will be taking tennis fans on a unique food journey through a multi-sensory brand experience at this year’s Australian Open Tennis Championships.

The Woolworths Summer Sensorium is taking place at the world-renowned tennis tournament in Melbourne from Monday 16th – Sunday 29th January.Woolworthsblog1.jpg

In conjunction with the Woolworths marketing team, BEcause devised the exclusive, free visitor experience on Grand Slam Oval at Melbourne Park to appeal to all five senses with ‘A Taste of Australian Summer’, offering fans the opportunity to see, touch, hear, smell and taste Woolworths’ fresh seasonal produce and immerse themselves in an environment which also showcased the local farmers that partner with Woolworths.

Housed within a giant geodesic dome, the immersive multi-sensory food experience provides a rounded paddock-to-plate journey for participants. Consumers enjoyed three summer-inspired dishes taken directly from the pages of Woolworths’ FRESH magazine, each expertly paired with fresh juices to enhance the tasting experience.Woolworthssensoriumblog2.jpg

The one-of-a-kind journey takes full advantage of the distinctive dome with highly visual and immersive 360˚ projections produced by Visual Playground, with full narration to take particpants on a full culinary journey. The integrated campaign was amplified by PR via a media launch involving top Australian tennis player Daria Gavrilova and the Woolies Ballkids, which was further amplified across the Australian Open social channels. The Sensorium also attracted a great deal of attention from the visitors attending the event.Woolworthssensoriumblog4.jpg

Andrew Hicks, Director of Marketing, Woolworths, comments:

“The Australian Open is an iconic Aussie event and we wanted to use our partnership this year to bring to life the great quality food our farmers produce for our customers through a unique and memorable experience. As well as our sponsorship of the Woolworths Ball Kids at the Australian Open, the Summer Sensorium also supports our aim to inspire a healthy Australia and feed fresh talent by showcasing the amazing recipes within our FRESH Magazine, all inspired to create quick, healthy and affordable meals for all the family, ensuring our customers can make the most of their summer.” Woolworthssensoriumblog3.jpg

Gareth Brock, Client Development Director at BEcause Australia, adds:

“This fresh new sensory food experience will leverage Woolworths’ fresh food credentials and the supermarket’s sponsorship of the Australian Open by educating, engaging and inspiring consumers about how to use and enjoy the freshest seasonal produce. With sessions running daily, the combination of immersive, projection mapping technology with exclusive juice pairings will deliver a truly interactive tasting experience.”

This year’s Australian Open tournament is expected to attract more than 700,000 visitors from around the globe across 14 days. Visitors to the Grand Slam Oval at the Open can reserve at ticket onsite at the experience daily.

Author bio


A proud Kiwi, living in Sydney with my English husband and two Aussie kids. An avid fan of music festivals, and keen ocean swimmer; I relish connecting talented people, and seeing the magical results they create for clients.