Media Words releases national Woolworths campaign for premium hot chocolate brand
Media Words has rolled out a multi-channel campaign to support Woolworths’ launch of Indulge Your Senses, a premium drinking chocolate designed “for the sensory obsessed.”
The announcement:
Independent media consultancy Media Words has unveiled a multi-layered media campaign to support the Woolworths launch of Indulge Your Senses, a premium drinking chocolate brand designed “for the sensory obsessed.”
The national campaign combines out-of-home, digital video, and influencer strategy to position Indulge Your Senses as a hot chocolate worth pausing for—crafted from inception as a luxurious drinking experience, not a chocolate or coffee adaptation.
The brief for Media Words was to build rapid awareness and drive trial across Woolworths’ national store network, introducing a niche premium product to a mass audience.
The campaign was designed to engage both the creators and the converters—Gen Z for cultural influence and social proof, and Gen X and Y for scale and purchase power.
“While the creative leaned into Gen Z’s scroll-stopping behaviour, our strategy recognised that the older audience was the key buying audience,” said Elise Hedley Dale, founder and media director at Media Words. “Our placements, messaging, and media selection all reflected that reality.”
Using a strategic out-of-home combination of bus shelters in close proximity to Woolworths stores and digital retail panels captured consumers at two pivotal points in the path to purchase. While commuters are seated in cold, outdoor settings, the sensual messaging sparks desire and brand recall, and in-retail digital screens reinforce the brand at the point of decision, closing the loop between curiosity and conversion.
Supported by bespoke content creators, the campaign taps into the visually driven, experience-hungry behaviours of the brand’s core audience. These creators didn’t just post—they staged moments of sensory ritual, turning hot chocolate into visual theatre. Their content captured scrolls, sparked engagement, and built social proof across social channels.
Early campaign data shows sell-through of Indulge Your Senses exceeding forecasts and with digital and social media performing above category benchmarks.
The Indulge Your Senses campaign will run throughout August 2025.
Source: Third Avenue Consulting
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