Woolworths asks Aussies to roll up their sleeves in vaccine campaign
Supermarket giant Woolworths has launched its own vaccination campaign, indicating that “it’s time to roll up our sleeves” and get the jab.
The retailer released the new TVC last week via M&C Saatchi, with a simple message urging Australians to book a vaccine appointment, as it says it is playing its part.
The campaign plays up the ‘Aussie battler’ spirit, and states that “in times of crisis, Australians have always rolled up their sleeves and got the job done”.
The voiceover said: “Just as our team members have done over the last year. We thank each and every one of them for working tirelessly to feed Australians and keep shopping safe. Now they’re rolling their sleeves up again, this time to be vaccinated. And at Woolworths we’re doing all we can to support them doing it.”
CEO of Woolworths Group Brad Banducci wrote at the end of July that it was clear that “accelerating the rate of vaccination in Australia is key to protecting our communities and loved ones and the easing of restrictions”.
“This is why we are advocating for all our teams to be vaccinated as soon as possible – as and when supply allows – and remain committed to playing our part in supporting vaccination efforts across the broader community wherever we can.”
Banducci also wrote at the time that Woolworths would be providing all full and part time employees with up to eight hours paid leave to receive their vaccination.
The campaign launched last week and will run through next week across TV, OLV, social and selected print channels.
Woolworths joins Qantas, Virgin Australia, the NSW Government, the ABC, and The Factsination, an industry led initiative as launching new vaccine campaigns over the past two weeks as vaccine appointments have become more widely available.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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