Woolworths launches new ‘Fresh Fuels the Best in All of Us’ campaign via M&C Saatchi Australia


Woolworths is showcasing how the best of Australian fresh is fuelling athletes as they prepare to take on the world in the upcoming Paris Olympic and Paralympic Games in a new integrated campaign produced in partnership with M&C Saatchi within the Greenhouse Collective.


Launched today, the brand film is inspired by the true story of Paralympic swimmer Col Pearse, whose family and local community helped him create a training pool in the dam on their family farm outside of Echuca, Victoria to train for the paralympics. The film features Col, his family and members of the local Echuca community. It’s this combination of fresh food and fresh Aussie thinking that helped Col secure his spot in the Tokyo 2020 Games, and now in Paris 2024.

Outside of Col’s journey in the TVC, the campaign will feature six other Olympic and Paralympic athletes and some of Australia’s fresh produce inspiring all Australians to fuel their best with Australian fresh food throughout the games period. Col features alongside other athletes including: Mollie O’Callaghan, Jeff Dunne, Ryley Batt, Maurice Longbottom, Vanessa Low and Riley Day.

Syas Andrew Hicks, chief marketing officer, Woolworths Group: “Since Rio de Janeiro in 2016, Woolworths has been the proud fresh food partner of the Australian Olympic and Paralympic teams. It’s a role we are honoured to play, and we wish all of our athletes every success.

“Providing our customers with the best of Australian fresh food is at the heart of who we are and we hope Col’s story and our support for Australia’s athletes at the Games helps inspire the next generation of Olympic and Paralympic champions.”

Says Richard Morgan, executive creative director M&C Saatchi Woolworths: “Col’s story is the perfect example of truth outcompeting fiction. This brand film captures the Aussie competitive spirit, determination, grit and a community coming together to help realise an athlete’s dream of competing on the world stage and I can’t wait to see the full campaign roll out in bespoke ways across channels.”

The integrated multi-channel campaign launched on Free to Air TV on 10 July, and athlete ambassador creative will come to life in stores all across the country from this week. Activity will also roll out across radio, press, digital, content, social, and OOH throughout July, August and early September.

Andrew Hicks – Chief Marketing Officer, Woolworths Group
Jane Saleh – Director, Woolworths Brand & Marketing
Caroline Squire – General Manager, Marketing Communications
Sarah De La Mare – Head of Community & Sponsorships
Hayley Mein – Marketing Communications Manager
Kirsty Mould – Senior Marketing Communications Manager
Ashlea Pike – Marketing Communications Planner
Zoe Meredith – Sponsorships and Partnerships Manager
Trent Sullivan – Sponsorships and Partnerships Manager
Clare Harris – Program Lead
Simone Scoppa – PR
Nathan Farebrother – PR

Creative Agency: M&C Saatchi
Chief Creative Officer – Steve Coll
General Manager – Lisa Milner
Executive Creative Director – Richard Morgan / Shelley Parsons
Senior Copywriter – Mike Burdick
Senior Art Director – Niccola Phillips
Executive Producer – Karen Muxworthy
Group Account Director – Tara Goh
Account Manager – Alex Booker
Head of Strategy – Vanessa Graham
Senior Planner – Sarah Pont

Production company: Exit Films
Director: Glendyn Ivin
Executive Producer: Leah Churchill-Brown
Producer: Alice Grant
Post production: The Editors/Resolution Design
Music and sound design: Level 2 Music, Elliott Wheeler (Turning Studios), MassiveMusic
Artist and song: Amazing, Alex Lloyd