– NICKY HARPER, FRESH IDEAS MAGAZINE MANAGER, WOOLWORTHS
Video & Photography
Educational Tour Program
As long-time content marketers with Fresh Ideas magazine, Woolworths knows the power of content to inspire. As a content partner we deliver support, ideation and key content, including the ‘Grown for Australia’ campaign, and ‘Make Yourself at Home’ video series, centred around creating simple and easy food at home.
We have a specialised digital content-creation team just for Woolworths. We respond directly to briefs, creating inspirational food-related content that aligns with Woolworths’ campaigns and marketing objectives.
Creating Unique Video Content
Grown For Australia
For the ‘Grown for Australia’ campaign, Woolworths was looking for long form, documentary-style videos to create a strong emotional connection with their audience.
We worked closely with Woolworths’ creative agency M&C Saatchi, taking a storytelling approach to deliver a heartwarming, farmer-focused series.
Make Yourself At Home
In a first for Woolworths, we pitched an eight-part video series shot entirely in the home of Woolworths Fresh Ideas magazine Food Director, Tamara Graffen.
A proactive response to the COVID-19 pandemic, the video series was an acknowledgment of shifting consumer behaviour. Shot under COVID-safe conditions each week – the content was relatable, warm and inspiring.
‘Grown for Australia’ increased sales by 8.88% compared to supermarket growth of 4.37%. The long-form videos were one of the top-performing assets Woolworths ran as part of their campaign.
Customers viewing via YouTube showed almost three times the average engagement of the whole campaign.
During the course of ‘Make Yourself at Home’, Woolworths YouTube subscribers increased by 10,000, and the series generated over 800,000 views.