Woolworths will launch its new community program, Woolworths Discovery Garden, in store and online from tomorrow to help Australian families grow their own fresh vegetables, herbs and flowers. Woolworths customers can collect a seedling kit, with every $30 they spend in store or online, while stocks last.
Supporting the Woolworths Discovery Garden, an integrated multi-channel campaign developed by Greenhouse, M&C Saatchi’s bespoke creative agency for Woolworths, will sprout to life on TV, radio, press, digital, content, via influencers and on social, as well as out of home, including street furniture.
The campaign will drive awareness of Woolworths Discovery Garden and how customers can learn about, and discover, the joy of growing their own food.There is also a dedicated Woolworths Discovery Garden website to help customers along their growing journey, including seedling growth guides and recipe ideas to transform the herbs and food into a delicious meal.
The TVC is centered around a group of kids in the garden discovering the joy of growing. The campaign creative follows the buds of excitement or the ‘magic moments’ – from unboxing the seedling kit to repotting and harvesting, which customers will experience by getting involved in the program.
Woolworths Discovery Garden is an extension of Woolworths’ ongoing Fresh Food Kids program. To date the program has seen:
– More than 200,000 Aussie students taken part in in-store Fresh Food Kids Discovery Tours where they learn where their food comes from
– More than 18 million pieces of fruit given out via Free Fruit for Kids in store a year to encourage healthy eating habits
– More than 500 Woolworths Junior Landcare Grants given to schools to help grow the next generation of environmental champions
Says Andrew Hicks, chief marketing officer, Woolworths: “As the fresh food people, we have a role to play to engage families and empower Aussies of all ages to understand how their food grows.
“This community campaign is a natural next step for us and the team have been working for the last 12 months to bring this to life.
“Learning about fresh food, where it comes from, how it grows, how long it takes to grow, whether it’s easy or challenging are all questions that will encourage meaningful discussions at home, at school and even at work.
“Providing solutions, helpful tips and content as well as driving community and school engagement to deliver on fresh food educational outcomes is also incredibly important to us.
“With Spring now beginning to bloom, we wanted to celebrate this perfect time for everyone to get outdoors and start growing which we have brought to life in the creative for the campaign. We can’t wait to see our customers gardens flourish across Australia.”
Bringing to life the excitement of growing, a version of a Ramones’ song with the popular catch phrase “Hey Oh, Let’s Go” has been rescored by Song Zu with the lyric ‘Hey! Ho! Let’s Grow’ as the musical backdrop to the TVC.
Point of sale throughout Woolworths stores and inclusion of information on all you need to grow in catalogue and Fresh Magazine will also support the campaign.
To reflect the changing modern home setting, Woolworths has also integrated Google Home into the program to provide helpful tips and instructions to make it easier for customers to bring their Woolworths Discovery Garden to life.
There are 24 different varieties of vegetable, herb and flower seeds to collect and grow, from thyme, basil and coriander through to kale, spinach and carrots; and violas and pansies. There is also a free interactive growth chart and learning book available in-store and online to support the growing journey.
In a further bid to get Australians incorporating more fresh fruits and vegies into their diet, Woolworths is also giving away a bonus seedling kit when they spend $15 on fresh fruit and veg in a $30 shop in-store.
Greenhouse (M&C Saatchi)
Tom McFarlane – Creative Partner
Ant Larcombe – Director of visual communication
Nathan Moore – Art Director
Jermaine Rowe – Copywriter
Rod James – Head of TV and Content
Julia Mahoney – Group Account Director
Lewis Harvey – Account Director
Andrew Hicks – Woolworths Group Chief Marketing Officer
Nick Chapman – General Manager Brand
Sarah De La Mare – Fresh Food Kids Programs Manager
Trent Samuels – Programs Specialist
Alison Stratten – Senior Marketing Communications Manager
Siobhan Petri – Marketing Communications Planner
Kara Landrigan – Marketing Communications Specialist
Tiana Manticos – Content Planner
Sarah Pipikos – Social Media Manager
James Pick – Media Manager
Menreet Kaur – Public Relations Manager
PPR – PR agency
Woolworths@Dan – Media agency