Woolworths Commonwealth Games
Growth versus the key competitor
Sales growth in the same YOY period
Grown for Gold
Woolworths, The Fresh Food People. It’s one of Australia’s most well-known taglines. One that’s over 30 years old. And while fresh food has always been at the heart of who they are and what they offer, this core message had become a little stale.
In an increasingly competitive market, the 2018 Gold Coast Commonwealth Games presented the perfect time to reinforce Woolworths’ “fresh” credentials; to remind Australians of their deep connection to the land, to farmers and to the community.
We developed “Grown for Gold” as a single minded campaign platform to carry through the sponsorship.