Woolworths Home Burgers Pop-Up

Flipping perceptions with a homegrown burger joint that hit all the right notes

Client:

Woolworths

The brief

Australians know and love a good burger. But when it came to Woolworths’ new Home Burgers range, there was one hurdle: the perception that homemade couldn’t compete with the local burger joint. Our task? Show Aussies that with the right ingredients, you really can bring the burger bar experience home.

Our curious spark

Could we rewire people’s expectations of what a Woolies burger could be? We thought so. By building an experience that gave homemade burgers the stage (and hype) they deserved, we created a fresh narrative: premium, juicy, crave-worthy burgers — no delivery fee required.
A line of colourful shapes

Why this campaign mattered

This wasn’t just about feeding people — it was about shifting mindsets. The Home Burgers range was crafted to go toe-to-toe with your favourite takeaway, and we knew a standout moment was needed to prove it. Our challenge was to build belief in the product, not just through advertising, but with something real, surprising, and delicious.

A line of colourful shapes

Activating curiosity and creativity

What if the hottest new burger joint in town wasn’t a chain, but your own kitchen? We brought that idea to life with a pop-up burger bar — one that served Woolworths' Home Burgers like they were straight off a QSR grill.

We transformed a Sydney space into a slick, three-day pop-up, designed to create buzz and bust expectations. Highlights included:

Every one made with Woolworths' Home Burgers range — think buttery brioche buns, Wagyu beef patties, tangy pickles, and a secret sauce worth talking about.

Cosy booths, glowing neon, branded trays — all crafted to spark conversation and social content.

Queues wrapped around the block, while high dwell times spoke volumes about the appetite we created.

Paid influencers got people lining up early, and media coverage rolled in from titles like Concrete Playground and 9Kitchen.

The pop-up sat within a broader 360° campaign — with digital, OOH, and social ensuring the taste-test moment had real staying power.
A line of colourful shapes

Our curious crew at work

Every element of the activation was designed to show that quality, flavour and convenience could co-exist in one bun. Curious Nation turned a QSR-style taste-test into a social sensation, all while keeping it unmistakably Woolworths.

Proof that curiosity pays off

Burger buzz unlocked

Over 3,000 burgers served across a packed three-day pop-up.

Crowds that kept coming

Queues around the block and long dwell times proved the hype was real.

Brand love in every bite

89% of attendees felt more positive about Woolworths, with 84% eager to recreate the burgers at home.

Amplified across channels

20+ earned media hits and strong influencer reach turned taste into talkability.

Lessons in curiosity

This campaign showed how immersive experiences can reframe perceptions. By asking “What would it take to make people crave a supermarket burger?”, we created a moment that changed behaviour — one delicious bite at a time.

Contact us

Curious? Us too.

Curious to see what bold ideas can do for your brand?

Let's chat