Woolworths 2016 Olympics

Woolworths

Picked for Rio.

With increasing competition from Aldi and a discount-happy Coles, Woolworths refreshed their brand line to “That’s why I pick Woolies”. Simple and colloquial, it allowed them to tell a variety of customer stories whilst keeping their fresh food credentials. 

As part of this brand refresh, Woolies looked to us to create a brand led campaign to run across their Olympic and Paralympic sponsorships. We developed the “picked for Rio” platform to unite our fresh food credentials with the pathway of our Olympians.

Community and Fresh food brand metrics improved significantly for the period and Woolworths had overtaken Coles in sales growth by the following quarter.