Woolworths: Olympic Games Campaign
Woolworths promoted its sponsorship of the Australian Olympic and Paralympic teams with a series of new ads focusing on the idea of “how do you grow a champion?”
The campaign features water polo player, Holly Lincoln-Smith, basketballer Joe Ingles and wheelchair rugby player Ryley Batt, draws a parallel between nurturing and developing athletes with growing fresh food.
It ends with the tagline “Over 500 home-grown Aussies have been picked to do us proud at Rio and at Woolworths we’re proud to be picked as the fresh-food partner”.
The 60-second spot is supported with two 30-second ads profiling Ingles and Batt with the spots depicting the athlete’s formative years ahead of being “picked for Rio”.
Woolworths also delivered messages of well wishes on YouTube to the Australian Olympic and Paralympic athletes competing in Rio using Google Moment Targeting, and became the first brand worldwide to use this technology.
The campaign was released across national TV, cinema, radio, press, social, digital and out-of-home.
Campaign Summary Video
Agency: M&C Saatchi, Sydney
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