Woolworths Bakeaway Van
Ditching traditional in-store promos for a curiosity-driven road show
Client:
Woolworths
The brief
Woolworths had just reimagined its own-brand bakery range, rolling out nearly 150 new and improved treats. The creative ask? Make some noise and play up the latest revolutions in Woolworths’ bakery range. The goal was to get these fresh creations into the hands (and hearts) of customers, reigniting their love for Woolworths Bakery.
Our curious spark
Enter the Bakeaway Van — a retro-style mobile bakery with a mission. Stocked with Woolworths’ most tempting treats, this rolling delight hit the road, bringing free samples directly to customers along Australia’s eastern seaboard.
Why this campaign matters
Since Woolworths opened its first in-store bakery in 1970, it’s been a household name for fresh, quality baked goods. But this wasn’t just about history. This was about creating an impactful, urgent moment — where nostalgia met reinvention, and customers could taste the difference for themselves.
Activating curiosity and creativity
Our curious crew at work
The Bakeaway Van wasn’t just a marketing activation — it was a rolling celebration of Woolworths’ penchant for innovation. By blending sensory appeal with real-world engagement, we turned an everyday purchase into an experience that rewarded curiosity and activated the tastebuds.
Proof that curiosity pays off
National reach
Over 15 million impressions through PR and social medi
Community impact:
Thousands of samples distributed, sparking positive word of mouth.
Customer connection
Real-time feedback gathered during the roadshow informed future product strategies.
Lessons in curiosity
By asking ‘how can we nurture curiosity and activate nostalgia?’ we crafted a campaign that captivated both heart and tastebuds. It’s proof that going beyond the shelf is sometimes the best way to champion beloved brands; all it takes is a touch of curiosity.