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.

The key fresh food and community metrics hit the highest scores we have seen since we began tracking the brand in 2011.
— Nick Palmer, House of Brand Managing Director