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Woolworths Taste of Home Rio 2016 Olympics

Making a global connection

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.

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.

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. 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.
60K
messages of support sent to the athletes
540
care packages delivered
31
days of live activity
International sports events offer a huge opportunity for brands to connect to a global audience. Download our eBook to discover how smart brands are capitalising on this opportunity with clever partnership campaigns.