Foodland explores ‘Mighty South Australia’ in latest major campaign via KWP!
Travelling more than 2,500km across South Australia from Port Lincoln to Pooraka by plane, tuna boat, buggy, tractor, oyster boat and car, KWP! captured the Foodland family stories for a mighty new advertising campaign.
The campaign comes as South Australia’s largest independent supermarket chain embarks on a massive $251m expansion program to open 25 new stores, revamp 47 and create 2,500 new jobs over the next five years.
Foodland’s new campaign showcases the next generation of Foodland family members from 38 families including South Australian icons like San Remo, Kytons Bakery and Paris Creek Farms.
Says Franklin dos Santos, CEO, Foodland: “We travelled across the width and breadth of South Australia to capture the family of families behind the Foodland family, sharing our proud history of supporting local farmers and producers.
“Foodland is part of the fabric of South Australia. We have more stores than any other brand, employ more than 6,000 South Australians and our retailers are the centre of the local community in suburbs and towns around the state. My satisfaction comes from serving my community. We support sovereign manufacturing and jobs in SA and the nation at large.”
This campaign sees us track the journey of great South Australian food from paddock to store – all the way from the sea to the shelf and from the fields to the fridges.
Says Joshua Fanning, group creative director at KWP!: “The campaign is a celebration of real people and great food and evidence of the positive role Foodland plays in the economy of South Australia.”
The campaign runs across TV, outdoor media including tram, static and digital billboards, bus shelters and bus backs, as well as across Foodland catalogues, at their stores and across social.
Foodland
Chief Executive Officer at Foodland: Franklin dos Santos
General Manager of Merchandise and Marketing at Foodland: Christopher Villani
Marketing Manager at Foodland: Nicole Richards
Marketing Coordinator at Foodland: Regan Mahoney
Creative Agency: KWP!
Group Creative Director: Josh Fanning
Client Engagement Director: Hollie Doran
Group Account Director: Hafsa Qureshi
Production Manager: Ben Spry
Creative producer: Marine Monbeig
Senior Media Manager: Lisa Thorpe
Media Executive: Rebecca Cooper
River Film Production
Photographer: Aubrey Jonsson
Director / DOP: Benjamin Dowie
Production Company: River film
Producer: Jeremy Aubert
Production Design/Art Direction for the main store shoot: Gareth Wilkes
Gaffer instore shoot: Marcus Bosisto
1st camera assistant interior shoots: Harvey Hoga
11 Comments
hahahahahha amazing hahahhahahahhahaa
First, select the clip you want to stabilise. Then, in the Effects panel, choose Distort › Warp Stabilizer.
How many producers have you ever cared about before. It’s all about local produce but what is the middle market campaign ‘we payed them to make an advertisement no one will see or remember’ Show some gratitude and give them a Bentley.
At least consider your customers money and install solar on your stores. Buying a fridge every 20 years is expensive as is power in SA
Is this commercial deliberately hokey and provincial? If so, it’s a winner.
Shit!! You forgot to put an idea in the ad …
@The Awful Truth
This is like the TVCs you see for the local tractor shop when you’re on a driving holiday
KWP was once a great agency producing fabulous work. This is up there with some tin-pot, in-house video with client written and performed music. Sad.
Who still sing shifty jingles about low prices… was this ad made in 1978? Weak and forgettable
The highlight for me were the apples used in the end graphic.Pure genius!
Aldi is kicking your BUTT and all KWP come up with is… let’s sing a song over some slow footage of ‘producers’ hold veg! … and how much did Foodland pay for this gem ???? $100k and up
I think this is a beautiful ad that truly shows the commitment a brand has for the community! Why can’t we be optimistic about a brand for once and see that they are trying. All it takes is one person.