Woolworths wanted to leverage its sponsorship of the Australian Open Tennis Championships with a one-of-a-kind brand experience that would appeal to all five senses, and that would encourage families and children alike to make healthier food choices and enjoy affordable produce available over the summer period in their supermarkets.
WHAT WE DID
We created an immersive multi-sensory food experience for participants. The exclusive experience on Grand Slam Oval at Melbourne Park gave fans the chance to explore the flavours, aromas, sights, sounds and textures of fresh, locally sourced Australian produce. Consumers enjoyed three summer-inspired dishes taken directly from Woolworths’ FRESH magazine and expertly paired with fresh juices to enhance tasting pleasure.