Woolworths launches new ‘Grown in Australia. Picked for Rio’ campaign via M&C Saatchi
Woolworths, the fresh food people, has released its latest campaign ‘Grown in Australia. Picked for Rio’ to celebrate the Australian Olympic and Paralympic team competing in the Rio 2016 Olympic Games created in partnership with creative agency M&C Saatchi and media agency Carat.
The set of commercials feature three home-grown champions – water polo player, Holly Lincoln-Smith, basketballer Joe Ingles and wheelchair rugby player, Ryley Batt.
The commercials were showcased to a wide Australian audience on Saturday withthe 60 second TVC screened on Channel 7 during the opening ceremony of the 2016 Rio Olympic Games.
Woolworths is the Fresh Partner of the Australian Olympic and Paralympic teams, and the campaign explores the parallels of nurturing and developing athletes with growing fresh Australian produce.
Through the Olympic and Paralympic partnership, individual commercials about Joe Ingles and Ryley Batt form part of the campaign and focus on their personal stories about growing into champion athletes.
In an Australian media first, Woolworths will be delivering messages of well wishes on YouTube to the Australian Olympic and Paralympic athletes competing in Rio using Google Moment Targeting.
Further to the campaign, as part of the Woolworths partnership with the Australian Paralympic team, Woolworths customers and team members have helped to raise nearly $700,000 to assist with getting the Australian Paralympic team over to Rio to compete.
Says Andrew Hicks, director of marketing, Woolworths Food Group: “Woolworths is extremely proud to have been picked as the Fresh Partner for the Australian Olympic and Paralympic teams. Our Grown in Australia. Picked for Rio campaign shows the correlation between growing and picking fresh produce and nurturing athletes. This has been achieved through highlighting elements such as fresh air, food and water. The campaign unearths the similarities between harvesting the freshest of food when it’s ready to be consumed, to picking the very best athletes when they are ready to represent our country.”
The campaign will be released across national TV, cinema, radio, press, social and digital. Out of home will also feature heavily with 641 national placements, 189 state specific placement and 201 malls across the country. The creative executions across the various out of home, digital and in-store elements feature many Australian Olympian and Paralympians.
Says Tom McFarlane, executive creative director M&C Saatchi: “In this campaign we parallel the nurturing of crops Australia-wide, with the nurturing of healthy, young Australian athletes. We see both grow and flourish until they are picked – the fresh produce for Australian tables, the athletes for the Olympic world stage in Rio.”
The campaign is the first activity since launch of the Woolworths campaign platform “That’s why I pick Woolies” in July.
M&C Saatchi
Regional CD – Tom McFarlane
CD – Michael Andrews
Creative Group Head – Phil Leece
Senior Art Director – Ant Larcombe.
Group Acc Director- Hayley Mathews
Senior Producer – Karen Muxworthy
Production Company – EXIT Films
Producer – Leah Churchill-Brown
Editor – Drew Thompson – Arc Edit
Post production – ALT.VFX
Post producer – Dawn Walker
Sound Design – Simon Kane – Song Zu
Music license – c/o Level Two Music Pty.Ltd
Music – “Grow” – Amanda St. John
14 Comments
I admire M&C for regaining lost ground on ‘Fresh’.
But these spots are just so passive
And the problem with ‘passive’ is what? I enjoy just watching…think about it
Best olympics ads on tele, simple message, beautifully shot.
Tough category – excellent strategy, plus it looks really well executed
Beautiful spot.
A nice set of commercials well produced won’t unfortunately keep Auldi and Coles awake at night.
But your spelling might Aundy.
Beautiful work
M&c know how to do this stuff and have done for years.Very good.
Very expensive wallpaper. Is it flocked? Will go nicely with my 70s decor.
Such old, old thinking. And written by art directors? Or are the ancient CD farts pinching all the TV briefs as usual? Certainly looks that way.
Dear Retrovertising,
What a ridiculous sledge at ‘old fart M&C CD’s. If you don’t like the work – fine. That’s your opinion and you’re entitled to share it. But,next time before you start throwing darts around remember this – Tom Mc, Michael Andrews et al have done more good work than most of us ever will do and built an amazing agency in the process.
Retrovertising, sadly your post sums up much that is awful about the industry at the moment. Your lack of respect for people exposes you for what you are.
Yeah not many old CDs could come up with a cool name like ‘Retrovertising’.
Sooo clever.It rolls off the tongue and will enter the vernacular in minutes.
Pure fucking genius.
Not being a big sports fan I saw this work for the first time last night during the Olympics and really liked it.Engaging from the very first shot.