Woolworths’ new Australian commercial is not going to win any awards for creativity. Its craft, by Sweetshop and director, Campbell Hooper, is its drawcard. The campaign promotes the supermarket’s current and future ambitions to make Australia greener and being healthier easier. That message is delivered visually to both heads and hearts.
Andrew Hicks, group chief marketing officer, Woolworths, stated “Australia and the world has changed profoundly over the last 18 months, and so have the expectations of our customers. As today’s fresh food people, we need to evolve and grow with them. We’ve been known as The Fresh Food People for more than 30 years; it’s an important part of our identity and heritage. Now is the right time to start a new chapter with Today’s Fresh Food People.”
The TVC will make its debut during the Opening Ceremony of the Tokyo Olympic Games on July 23. Woolworths is the fresh food partner of The Olympic and Paralympic Games.
Credits:
Client: Woolworths
Chief Marketing Officer: Andrew Hicks
Director, Brand Expression: Nick Chapman
Head of Marketing Communications: Cassie Wheeler
Marketing Communications Planners: Evette Sanders & Gabrielle Lum Mow
Marketing Communications Specialists: Kara Landrigan & Helene Herbert
General Manager, Brand Strategy and Ecosystem: Jo Rose
Senior Manager, Brand Propositions: Tommy Holt
Planner, Brand Propositions: Amanda Law
Creative Agency: M&C Saatchi
Creative Partner: Tom McFarlane
Creative Director: Phil Leece
Creative Group Head: Peta McDowell
General Manager: Lisa Milner
Group Account Director: Lou Rice
Senior Account Director: Janine Allan
Executive Producer: Karen Muxworthy
Strategy Partner: Sophie Ayles
Strategy Director: Damien Eames
Production Company: Sweetshop
Director: Campbell Hooper
Producer: Allison Lockwood
DOP: Andrew Stroud
Film Art Director: Tom Churchill-Brown
Editing Company: The Editors
Editor: Stuart Morley
Producer: Olivia Reddy
Post Finishing & Design: Resolution Design
Flame Artists: Stuart Cadzow & Doron Man
Colourist: Ben Eagleton
Executive Producer: Amanda Cairns-Cowan
