Woolworths feeds Australian footy hunger in newly launched AFL campaign via M&C Saatchi

Screen Shot 2017-04-04 at 9.22.59 am.jpgTo celebrate its third year of supporting AFL, Woolworths is launching a new integrated sponsorship campaign, 'Feeding your hunger for Footy' via M&C Saatchi, Sydney.

The spot was aired during the first round of the 2017 season and will also be seen this weekend across the women's grand final.

Woolworths is the official supermarket and fresh food partner of the AFL. 'Feeding your Hunger for Footy' puts fans at the centre of the campaign, connecting them through celebrating the rituals of Friday night footy and the unique language and humour of the game.

Commentary throughout the campaign is courtesy of veteran AFL broadcaster Denis Cometti. Eagle eyed fans will spot Women's AFL players Katie Brennan, Darcy Vescio and Nicola Stevens enjoying a girls' night in for the game in the TVC, as well as Jake Sidebottom, Tom Hawkins and Josh Kennedy across the sponsorship campaign.

Says Andrew Hicks, director of marketing, Woolworths: "We know that watching the footy on a Friday night with friends and family at home is a favourite pastime for many of our customers. Through this campaign we aim to share their passion for the game, and celebrate how Australians come together over food to cheer their favourite team on."

Says Tom McFarlane, creative partner, M&C Saatchi: "AFL fans have been starved of footy action. Timed to coincide with the men's opening rounds and the inaugural Women's grand final, Woolworths are going to make sure they don't go hungry for a minute longer with this fun campaign."

The campaign will run across the Channel 7 broadcast partnership, 30" TVCs, OOH, radio, digital, in-store POS, digital discovery and social, as well as at the games throughout the season at the Woolworths Playgrounds across various grounds in Melbourne.

Client: Woolworths
Andrew Hicks - Director of Marketing Supermarkets
Nick Chapman - General Manager, Marketing Communication & Brand
Peter O'Sullivan - Head of Public Relations, Community and Sponsorships
Elizabeth McCall - Marketing Communications Manager
Jess Syam - Marketing Communications Specialist
Aysha Downs - Marketing Manager, Sponsorship
Rommel Fernando - Assistant Manager - Sponsorship & Activation

Agency: M&C Saatchi
Tom McFarlane - Creative Partner
Michael Andrews - Creative Director
Ben Stainley - Senior Copywriter
Nathan Moore - Art Director
Mark Wilkinson - Copywriter
Sophie Ayles - Strategy
Rod James - Executive Producer
Dean Hastie - Design Director
Rochus Dahnken - Designer
Luke Renton - Digital Producer
Sarah Webb - Print Producer

M&C Saatchi Sport & Entertainment
Jamie Gilbert-Smith - Managing Director
Tom Mort - Account Director
Katie Leslie - Account Manager
Production Company: Renegade Films
Executive Producer - Joe Connor
Director - Paul Goldman
Editor - Michael Houlahan
Post Production: Vandal
Post Production Producer - Anna Greensmith
Sound Engineer - Nigel Crowley
Flame Compositor - Stu Cadzow
Media Agency: Carat
Barbara Messitt - Group Business Director
Jen Douneen - Connect Sponsorship & Integration Director

Activation Partner: MKTG


Shakespear said:

Not since the Kmart Spring/Summer campaign of 2006 have I heard such beautiful writing.

Krakour said:

Mate in my part of Melbourne Cometti is far more famous than dear old Will.
Go Scraggers!

Yikes said:

That's unfresh, food people.

Chiko said:

Lovely to hear Dennis Commeti's voice,really missed him on Friday night.
Just didn't seem the same after all these years.What a legend the bloke is.

Bec said:

Just saw this and noticed the the three AFLW stars in the spot.Great to see these amazing girls being acknowledged by companies like Woolies.

The freak said:

Lots of llittle coded things for the fans in this tvc.Check out the opening scene Doggies fans there's a secret message their for you.

Buddy said:

Yikes you just don't get it.It is for footy on Foxtel no where else.Spot on for the audience.Nice work.

Leave a comment