Michelle Bridges pokes fun at ‘health freaks’ in new videos for Woolworths from Emotive

It’s Michelle Bridges as you’ve never seen her before – poking fun at the perception of her “perfect life” which sees her waking up in the plank position and celebrating her various accomplishments, including apparently winning the Melbourne Cup – and it’s all for an ad campaign for her new pre-packaged food range for Woolworths.

Created by Emotive in partnership with Carat, the spots sees Bridges poking fun at both herself and perceptions around what it means to eat healthy as part of a push for her new frozen meals range.

Jamie Crick, Emotive strategic partnerships & audience director said in a statement: “Our approach to content creation always starts with the audience. Michelle has an amazingly engaged fan base and we knew this humourous approach would capture their attention along with the broader public.

“We’ve put in place an amplification program that ensures the content not only reaches Michelle’s many fans, but also the much wider audience we know is in the market for healthy meal options and amusing social content. It was a privilege to work in a true collaboration with Michelle and the team at Woolworths and Carat on this content campaign.”

Nicholas Chin, senior digital manager at Carat, said in a statement: “Emotive’s audience first approach to social video has helped Carat and Woolworths ensure we’re tailoring creative for the right audience and delivering it across the right platforms. The result for Woolworths is video content that doesn’t just entertain but actually drives real social conversation, which can be difficult in this cluttered retail environment.

“Their agile approach to content production is really refreshing and keeps us all on our toes, but it is an approach that delivers genuine brand value for Woolworths and keeps us looking forward to what comes next”.

The content will be distributed across Woolworths’ owned assets, social media, social influencers and publisher syndication.

Kate Walker, brand manager – health and celebrity, at Woolworths said: “We had a real opportunity to go to market with a humorous piece of content about Michelle. By having a bit of fun, it’s given us permission to talk to the audience about our amazing new range of healthy, frozen meals. The theme continues into two short form pieces that address the perception that it’s hard to be healthy.”


  • Executive Creative Director, Emotive – Charlie Leahy
  • Director, Emotive – Sean O’Reilly
  • Woolworths – Kate Walker
  • Carat – Barbara Messitt, Nicholas Chin

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