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The challenge

Woolworths and the Because team have been business partners for many years, and part of this partnership has focused on continually creating smarter sponsorships and engaging experiences in agricultural shows. Fresh, creative activations have always been a signature result of this teamwork, but now the scale of the challenge was remarkedly different. The latest

Sydney Royal Easter Show (RES) sponsored by Woolworths was planned to become the biggest live ticketed event to date post-Covid, but it needed to be managed carefully to make 800,000 visitors feel safe, and of course, to help them have an unforgettable experience. The Because team was asked to help re-open the doors to this iconic event, achieve the ROI that Woolworths deserves as title sponsor, and help Australian people reconnect in the real world for the first time in a long time.

The idea

One of the most crucial sponsor elements and visitor experiences of the RES is the Woolworths stand at the Fresh Food Dome. This year, it needed to transcend traditional sampling, be Covid-conscious and showcase Woolworths’ incredible farmers and their products, so we crafted an immersive, but Covid-safe, Fresh Market Tour.

The solution

Just like a walking foodie tour that people take on holiday, we divided the stand into five informative and interactive stations. The visitors needed to use our ticketing system to get their own timeslot, and this helped us to create small ‘tour groups’ that were capped at ten people. This made it safer in terms of Covid regulations and offered a more intimate experience. Groups were welcomed by a bubbly tour guide and received their OH&S induction, which included social distancing measures, hand sanitisation, and friendly reminders to dispose of their food packaging thoughtfully. 



They were then welcomed by Paul Turner, General Manager of Produce for Woolworths, who gave them an overview before they were guided to the five different stations: The Odd Bunch Station, the Seafood Station, the Fresh Produce Station, the Meat Station, and then the final quiz station where visitors could test their newfound knowledge gained throughout the tour.

Each station had an opportunity to taste the different farming flavours, and each its own exclusive experiences, including taste tests, interactive games like ‘Fishing for Facts’, education pieces on sustainability initiatives, and more. In the last station, kids could have their picture taken on top of the Fresh Market Tour tractor while their parents took the quiz on interactive touchscreens. All visitors could then sign up to receive a digital show bag giving them exclusive content, discounts, and an opportunity to win a $100 gift card before saying goodbye to their tour guides!


The Fresh Market Tour provided an authentic market feel that gave 800,000 visitors a chance to see, and taste Australia’s freshest, in-season produce, direct from the farmers themselves. Along with all other traditional RES experiences like whip-cracking, wood chopping and a hunt for the country’s most delicious fruit cake, it helped to celebrate both the community and the crucial role that Woolworths plays in supporting the agricultural industry.

The ingredients that resulted in this record-breaking RES success: a focus on smarter sponsorships and more creative, engaging (but Covid-safe!) visitor experiences. Here’s to celebrating more live client and customer success for many years to come.

Ready to create an award-winning live event? Contact us to see how we can help you.

Because are experience makers, brand activators and content creators.
For almost 30 years, our pioneering campaigns have connected people with brands in extraordinary ways, changing beliefs and actions.