Woolworths Summer Sensorium
Convincing consumers to eat healthy with a multi-sensory brand activation
Client:
Woolworths
The brief
Woolworths wanted to elevate their Australian Open sponsorship with a truly standout brand activation. The aim? Inspire families to embrace healthy food choices and make the most of the fresh, affordable produce available during summer.
Our curious spark
How do you turn healthy eating into an unforgettable experience? By crafting a one-of-a-kind, multi-sensory journey that engages the eyes, ears, nose, mouth, and hands. Our goal was to showcase the story of Australian summer produce in the most immersive way possible.
Why this campaign matters
As the Fresh Food People, Woolworths is deeply connected to Australian growers and families. With summer being peak produce season and the Australian Open one of the country’s biggest sporting stages, this was the perfect opportunity to spotlight fresh ingredients and share the joy of healthy eating with thousands of fans.
Activating curiosity and creativity
Our curious crew at work
Working closely with the Woolworths marketing team, we ensured every detail of the experience celebrated seasonal produce, honoured Aussie farmers, and aligned with the brand’s mission to inspire healthy choices. We also integrated across Woolworths own media ecosystem, which is a lot more complicated than you may think.
Proof that curiosity pays off
National broadcast coverage
Featured on Channel 7's Sunrise.
Star power
Endorsed by Daria Gavrilova and the Woolies Ballkids.
Fan favourite
The dome became one of the most talked-about attractions on Grand Slam Oval.
Lessons in curiosity
By asking, “How can we spotlight the wonder of fresh produce and where it comes from in a more exciting way?” we turn a supermarket staple into something extraordinary?” we created a world-class experience that redefined the meaning of fresh, and introduced many eager consumers to the concept of ‘paddock to plate’.. The Sensorium showed that healthy food can be both inspiring and delicious — and a whole lot of fun.