Australian wheelchair rugby player Ryley Batt, who was selected to represent Australia at the 2016 Rio Paralympics, and professional Aussie basketball player Joe Ingles, who is also competing in the games, star in the latest TV ads from Woolworths.
The supermarket giant released two 30 second spots this weekend featuring each athlete, as well as a 60 second ad – which talks about keeping youngsters well fed and watered to ensure they grow up well.
The ads were created by Woolies’ new creative agency of record, M&C Saatchi. The first major piece of work for Woolworths, since picking up the brand earlier this year, arrived in July and focused on an Aussie staple: the Sunday roast.
The minute-long ad narration says: “How do you grow a champion? You begin by planting the seed, nurturing them when they first start out and protect them from the elements. You train them while still young, make sure they are watered regularly and always keep them well fed with plenty of crisp fresh air.
“Some even say playing music helps them grow stronger too. Then, when the time is just right, you pick them. Over 500 home-grown Aussies have been picked to do us proud at Rio – and at Woolworths we are proud to be picked as the fresh food partner.”
The other ads take a similar style, but add a more personal note relating to the individual athletes.
In addition, Woolworths will be using Google Moment Targeting to deliver message of well wishes on YouTube to athletes.
Woolworths food group director of marketing Andrew Hicks says: “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 run across TV, cinema, radio, press, social and digital. There will also be an extensive out of home (OOH) campaign with 641 national placements, 189 state specific placements and 201 malls.
Check out the 60 second ad here:
See the two 30 second spots below:
In February this year Woolworths has dropped Leo Burnett and handed its creative business to M&C Saatchi without a pitch.
M&C Saatchi previously held the Woolworths creative account for 12 years before it switched to Droga5 back in 2012 . The supermarket then moved its creative business to Leo Burnett in 2014.
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