Woolworths has launched an ad campaign to support Australian athletes in the run up to the Commonwealth Games.
Grown for Gold was created by M&C Saatchi's Greenhouse and tells the stories of Australian athletes. Much like its Olympics ad, it draws parallels between Australian fresh produce helping 'grow champions'.
Woolies is the official Fresh Partner of the Games, which start in *** on the Gold Coast,
It stars athletes including Kurt Fearnley, Georgia Sheehan, Adam Gibson, Kelly Cartwright, Jessica Trengove, Damon Kelly, Caitlin Bassett and Brenden Hall.
Woolworths director of marketing, Andrew Hicks, says: “It takes the best produce in the world to help grow the best athletes in the world and it’s no coincidence our Aussie athletes do so well at the Commonwealth Games given the great quality fresh fruit and veg they they grow up eating here in Australia.
“The Grown for Gold series is an authentic, emotional look into the lives of our Aussie athletes. It showcases where they’ve grown up, the people that have moulded them and the food that has fuelled them to make them into the great sportspeople that they are today.”
“We’re ready to cheer on our Aussie athletes and fuel our country with fresh fruit and vegetables that have been proudly grown for gold. It’s an honour to have the Games in our own backyard and customers shopping at Woolworths can expect to be immersed in the atmosphere of the Games across the Country, with a winning spirit in the air, no matter what store they shop in.”
The campaign will roll out across TV, digital, radio, in-store, out of home, print, catalogue, PR and social.
Credits:
Tom McFarlane - Creative Partner
Michael Andrews - Creative Director
Sian Cook - Managing Partner
Sophie Ayles - Strategy Partner
Ben Stainlay - Senior Copywriter
Niccola Phillips - Head of Art
Rod James - Head of Moving Image
Loren August - Executive Producer
Sarah Miller - Senior Print Producer
Dean Hastie - Design Director
Rochus Dahnken - Senior Designer
Jamie Gilbert-Smith - Managing Director M&C Saatchi Sport & Entertainment
Peter Pippen - Senior Strategist M&C Saatchi Sport & Entertainment
Tom Mort - Account Director M&C Saatchi Sport & Entertainment
Katie Leslie - Senior Account Manager M&C Saatchi Sport & Entertainment
Production Company: Kite Productions
Director: Paul Goldman
Post Production: Resolution
Design & Music and Sound Mix: Song Zu
