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Woolworths Summer Sensorium

A taste of Australian summer

Woolworths wanted to deliver an unforgettable experience for tennis fans to support its Tennis Australia partnership and showcase locally sourced Australian produce. We created a one-of-a-kind opportunity for visitors to see, touch, hear, smell and taste the supermarket’s fresh seasonal produce.

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 through a unique and memorable experience for our customers.
Andrew Hicks, Director of Marketing, Woolworths

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. 

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.

We designed a geodesic dome to house the experience, and made full use of the distinctive space with highly visual and immersive 360˚ projections, with full narration to take participants on a full journey of paddock to the plate. The integrated campaign was amplified by PR via a media launch involving top Australian tennis player Daria Gavrilova.

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