As the official Fresh Food sponsor of the Australian Olympic Teams, Woolworths wanted to show some love for their nation’s athletes and put fans at the heart of the experience. So we came up with a creative campaign that connected the brand with all Australians, both at home and in Rio.
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This campaign was a great way for ordinary people to connect with our country’s best sportsmen and women and show them that Woolworths and the whole of Australia is right behind them.
Woolworths wanted to elevate its sponsorship with an ownable integrated campaign to surprise and delight fans and athletes alike, while was staying true to their brand.
What we did
We leveraged Woolworths national footprint of over 950 stores and orchestrated a grassroots campaign, inviting fans, friends and families to show their support for Team Australia by sending personalised ‘care packs’ to the 800 Australian athletes in Rio. We utilised broadcast, digital and social media.
How we did it
Within each store, ‘Taste of Home’ branded displays and digital kiosks allowed shoppers to choose one of 20 iconic Australian products to send to the athletes. Shoppers could write a personalised message and take a selfie to share alongside their message. Each athlete received these within a personalised book in Rio, along with their care pack.