Paralympian Col Pearse stars in new Woolworths campaign, via M&C Saatchi

With help from M&C Saatchi, Woolworths has launched a new campaign that shows how fresh Australian produce can empower athletes ahead of the 2024 Olympic and Paralympic Games, spearheaded by an inspirational film starring Paralympic swimmer Col Pearse.

The supermarket’s ‘Fresh Fuels the Best in All of Us’ campaign places Pearse front and centre, using his story of how his local community (Echuca, Victoria) and family built a training pool on his family’s farm’s dam for him to use in preparation for the 2024 Paralympics.

Shots of Woolworths’ produce are interspersed amidst clips of Pearse training, while his loved ones and the community of support him before and during the games.

“Col’s story is the perfect example of truth outcompeting fiction,” said Richard Morgan, executive creative director M&C Saatchi Woolworths.

“This brand film captures the Aussie competitive spirit, determination, grit and a community coming together to help realise an athlete’s dream of competing on the world stage and I can’t wait to see the full campaign roll out in bespoke ways across channels.”

In addition to Pearse, several other Paralympic and Olympic athletes will have their stories told via an integrated campaign that was created through a partnership “with M&C Saatchi within the Greenhouse Collective”.

Riley Day, Maurice Longbottom, Jeff Dunne, Mollie O’Callaghan, Ryley Batt and Vanessa Low have been named as the athletes who will stand alongside Pearse for the campaign.

“Since Rio de Janeiro in 2016, Woolworths has been the proud fresh food partner of the Australian Olympic and Paralympic teams. It’s a role we are honoured to play, and we wish all of our athletes every success,” said Andrew Hicks, Woolworths Group’s chief marketing officer.

“Providing our customers with the best of Australian fresh food is at the heart of who we are and we hope Col’s story and our support for Australia’s athletes at the Games helps inspire the next generation of Olympic and Paralympic champions.”

The full campaign – which will be in market across “July, August and early September” – will launch on July 10, with work rolling out across out-of-home, content, social, digital, press and radio.

Creative materials related to the aforementioned ambassadors will be set up in stores this week.


Andrew Hicks – chief marketing officer, Woolworths Group
Jane Saleh – director, Woolworths Brand & Marketing
Caroline Squire – general manager, marketing communications
Sarah De La Mare – head of community & sponsorships
Hayley Mein – marketing communications manager
Kirsty Mould – senior marketing communications manager
Ashlea Pike – marketing communications planner

Zoe Meredith – sponsorships and partnerships manager
Trent Sullivan – sponsorships and partnerships manager
Clare Harris – program lead
Simone Scoppa – PR
Nathan Farebrother – PR

Creative Agency: M&C Saatchi
Chief creative officer – Steve Coll
General manager – Lisa Milner
Executive creative director – Richard Morgan / Shelley Parsons
Senior copywriter – Mike Burdick
Senior art director – Niccola Phillips
Executive producer – Karen Muxworthy
Group account director – Tara Goh
Account manager – Alex Booker
Head of strategy – Vanessa Graham
Senior planner – Sarah Pont

Production company: Exit Films
Director: Glendyn Ivin
Executive producer: Leah Churchill-Brown
Producer: Alice Grant
Editor:Jack Hutchings
Post production: The Editors/Resolution Design
Music and sound design: Level 2 Music, Elliott Wheeler (Turning Studios), Massive Music
Artist and song: Amazing, Alex Lloyd


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