Bringing the farm to the city
The Woolworths Fresh Market provided an authentic market feel that gave visitors a chance to see, feel and taste Australia’s freshest, in-season produce.
The challenge: Woolworths have been sponsoring agricultural shows for over 20 years. Every year we’re retasked with keeping the activation fresh and 2019 was no different. With growing concern in the community for our battling farmers, we were challenged to demonstrate the supportive relationship Woolworths has with them, and cement the store’s connection to agriculture.
The idea: There’s nothing like the discovery of fresh, in-season produce found amidst the array of stalls at a country market. It’s a lively place for the community to gather, where farmers can showcase the very best, freshest and finest produce they have to offer. We wanted to bring this country excitement, to the city folk in Sydney, Brisbane and Melbourne.
The solution: The Woolworths Fresh Market provided an authentic market feel that gave visitors a chance to see, feel and taste Australia’s freshest, in-season produce, direct from the farmers themselves.
Each grower created a bespoke stall, and either sampled their product in the simplest of forms, or created a recipe that inspired market-goers to integrate their product into their cooking at home. Alongside the food market, The Woolworths Fresh Market Kitchen, an interactive theatre kitchen, provided inspirational live cooking demonstrations by chefs who selected their ingredients from the daily vendors.
Audience members could lend a helping hand as cooking assistants, creating a fun and informative 30-minute session showcasing simple, in-season recipes consumers could recreate at home.
Making it extraordinary: We integrated this experience pre, during and post event utilising existing Woolworths assets, including their Rewards database and Fresh Magazine. To amplify and seed across other owned channels, including broadcast, we filmed cooking segments in the Market Kitchen with the likes of celebrity chef Fast Ed from Better Homes and Gardens.
Personalised digital show bags were also sent to registered attendees to drive further ROI. The ‘bags’ gave them all the recipes of the day, and linked them to pre-populated online shopping baskets to purchase the necessary ingredients.
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