Woolworths 'Grown for Gold' Commonwealth Games Gold Coast '18 Hero Ad Stars Wheelchair Racer Fearnley

Commonwealth Games sponsor Woolworths kicked off its Gold Coast 2018 activation – called ‘Grown For Gold’ – with a spearhead spot featuring apple hungry wheelchair athlete Kurt Fearnley.

The 60-second hero ad that leads this multi-channel campaign features Fearnley’s father, teacher, coach and a farmer who discusses how he used to train and to take freshly grown apples for the workout ride.

Created with M&C Saatchi Sydney and first posted on 15 February, the lead commercial is set in the stunning sweet small town of Carcoar in New South Wwales – known as ‘The Town That Time Forgot’.

But amoung the things that this little known place has produced is the world’s best para marathon racer – Kurt Fearnley – and some of Australia’s best Royal Gala apples.

The approach is to use the campaign creative to draw parallels between Australia’s beautiful produce and how it has helped to grow some of our best athletes.

Woolworths, the official Fresh Partner of the Gold Coast 2018 Commonwealth Games, aims to use the campaign to inspire Australians to rally behind local athletes and to tell the stories behind how several of these sports stars became champions.

As well as television work, the activation will span radio, in-store, out of home, print, catalogue, PR, digital and social.

Plus, Woolworths has wrapped a branded tram that will travel around the Games precinct and welcome locals and visitors alike to the ‘Green and Gold Coast’.
Further Australian athlete ambassador led content pieces within the integrated, multi-phase ‘Grown for Gold’ activation will roll-out over the coming weeks.

In addition to Fearnley, these will include diver Georgia Sheehan, basketball player Adam Gibson, Paralympian Kelly Cartwright, runner Jessica Trengove, weightlifter Damon Kelly, netballer Caitlin Bassett and swimmer Brenden Hall.

All star in a creative series highlighting their journeys growing up as well as their personal connection with fresh food.

“It takes the best produce in the world to help grow the best athletes in the world and it’s no coincidence our Aussie athletes do so well at the Commonwealth Games given the great quality fresh fruit and veg they they grow up eating here in Australia,” explains Woolworths marketing director Andrew Hicks.

“‘The Grown for Gold’ series is an authentic, emotional look into the lives of our Aussie athletes. It showcases where they’ve grown up, the people that have moulded them and the food that has fuelled them to make them into the great sportspeople that they are today. As the proud fresh partner of the Gold Coast 2018 Commonwealth Games, we’re ready to cheer on our Aussie athletes and fuel our country with fresh fruit and vegetables that have been proudly grown for gold.”

The Woolworth’s marketer believes it is an honour to have the Games in the company’s our own backyard and says that “customers shopping at Woolworths can expect to be immersed in the atmosphere of the Games across the Country, with a winning spirit in the air, no matter what store they shop in”.

Comment:

Like the message and the (interesting) sponsorship category title, this lead creative feels fresh and like the Gold Coast weather the feel and tone is bright and positive.

Even the rival Poms will surely warm to the work.

Links:

Woolworths

https://www.woolworths.com.au/

https://www.facebook.com/woolworths

https://www.youtube.com/user/WoolworthsAu

https://twitter.com/woolworths

https://www.instagram.com/woolworths_au/

https://www.pinterest.com.au/woolworths/

http://freshcravings.tumblr.com/

M&C Saatchi Sydney

https://mcsaatchi.com.au/

M&C Saatchi Sport & Entertainment