Woolworths is presenting a new focus on Australian content in a new advertising campaign launched this week, in response to perceptions that the company has been importing much of its fresh produce. The Woolworths logo and tag line has been expanded to include the word “Australian”. The new campaign includes twelve television commercials featuring Woolworths staff and suppliers, a new microsite australiasfreshfoodpeople.com.au, along with print, outdoor, point of sale and digital advertising. Supermarkets in the chain are refitting to give customers more of a glimpse of bakers and butchers working behind the scenes.
Click on the image below to play the introductory Fresh Food 60 seconds commercial in YouTube (HD)
In his time, Malcolm Otto has grown lots of things from bamboo to grapes to almonds. He’s incredibly proud of the great quality potatoes he produces now and encourages people to eat them simply and enjoy their natural flavour. Click on the image below to play the Farmer video in YouTube (HD)
Danny McGennisken is living proof that not only do real men eat quiche, they can cook it too. However, when he really wants to impress, he whips up his wife’s favourite, a beef and reef. Click on the image below to play the Store Manager video in YouTube (HD)
Harold was into trucks as a kid and is happy to be driving them for a career. These days though, it’s the chance to meet new people that makes the job rewarding, rather than the sound of the engine. Click on the image below to play the Truckie video in YouTube (HD)
Janet Morton was a pioneer as one of Woolworths’ first female butchers when she started in 1981. These days she takes most enjoyment from passing on her considerable skills to her apprentices, and the delicious results to her customers. Click on the image below to play the Butcher video in YouTube (HD)
Jillian Arnold has been with Woolworths for almost 13 years. She loves working at Moonee Ponds because of the chance to connect with customers. Outside of work, her flock of grandchildren keep her pretty busy and recently she welcomed a great grandchild. Click on the image below to play the Supervisor video in YouTube (HD)
Matt Bannister loves working in the outdoors. He’s been harvesting for just over a year, picking a wide range of citrus fruits. Currently he’s also trying his hand at growing, with an initial few acres of broccoli. Someday soon we all could be tasting the results. Click on the image below to play the Picker video in YouTube (HD)
Paul Cowan has been with Woolworths for 22 years, starting as a night stacker and exploring many other roles throughout the store. He believes Woolworths only stocks produce that is second to none and he’s proud to be able to sell it to our customers. Click on the image below to play the Fishmonger video in YouTube (HD)
Sergio Garcia is one of Woolworths’ younger workers. He is a natural foodie, so really enjoys working in the Woolworths environment. Of all food, it’s the exotic cuisine of his family’s homeland in Peru that most delights him. Click on the image below to play the Deli Guy video in YouTube (HD)
The Australian Fresh Food people campaign was developed at Droga5, Sydney, by creative chairman David Nobay, executive creative director Duncan Marshall, creative director Mike Spirkovski, strategist Justin Graham, group account directors Lisa Milner and Rekishia Jessup, agency producer Amanda Bennie, head of client business Jamie Clift.
Filming was shot by director Amy Gebhardt via Exit Films with executive producer Emma Lawrence, producer Leah Churchill-Brown, food unit director Stephen Carroll and producer Suzanne Mallos, transitions unit director Jono Hill and producer John Sandow, 4th unit director Grantley Smith.
Editors were Daniel Lee and David Whittaker at The Editors.
Music is “Monday Tuesday Wednesday I love you” sung by Australian artist Gossling (Helen Croome).