Over the course of 2019 & 2020 we embarked on a journey with Woolworths to boost their brand recognition and make them the most loved and trusted community food store in the country.
Woolworths placed emphasis on a grassroots approach to this strategy by targeting good health and nutrition at junior sports events across the country. Through partnerships with several major national sporting bodies including cricket, netball, surfing, and Aussie rules, we designed a campaign that utilised these relationships and could deliver on key client objectives.
Our solution proposed to Woolworths was the build of a branded customised double decker bus that would act as a mobile hub for kid’s health and nutrition. One of the main features of the bus was that all activation elements could be produced and stored within the vehicle, for easy transportation between venues.
The in-built kitchen and refrigeration facilities were paramount in the roll out of our healthy smoothie bike activations. This type of activation involved participants from junior sports events peddling on bikes to blend fresh smoothies promoting good nutrition and physical exercise. The top level of the bus acted as a viewing platform where kids could hang out with their friends and watch the sport being played on the fields or courts below.
The Woolworths bus made for a wholesome and enjoyable experience that could be easily transported and replicated at other grassroots sports events around the country. It drove key messages of good nutrition and physical activity to a young demographic audience, while providing additional nutrition materials for parents and guardians.