Woolworths asks ‘how do you grow a champion?’ in Olympics TV ad

Woolworths is promoting its sponsorship of the Australian Olympic and Paralympic teams with a series of new ads focusing on the idea of “how do you grow a champion?”.

The ad, created by M&C Saatchi in partnership with Carat, features water polo player, Holly Lincoln-Smith, basketballer Joe Ingels and wheelchair rugby player Ryley Batt and draws a parallel between nurturing and developing athletes with growing fresh food.

It ends with the tagline “Over 500 home-grown Aussies have been picked to do us proud at Rio and at Woolworths we’re proud to be picked as the fresh-food partner”.

The 60-second spot is supported with two 30-second ads profiling Ingles and Batt  with the spots depicting the athlete’s formative years ahead of being “picked for Rio”.

Woolworths will also be delivering messages of well wishes on YouTube to the Australian Olympic and Paralympic athletes competing in Rio using Google Moment Targeting.

Woolworths food group director of marketing Andrew Hicks said: “Woolworths is extremely proud to have been picked as the Fresh Partner for the Australian Olympic and Paralympic teams. Our Grown in Australia. Picked for Rio campaign shows the correlation between growing and picking fresh produce and nurturing athletes.

“This has been achieved through highlighting elements such as fresh air, food and water. The campaign unearths the similarities between harvesting the freshest of food when it’s ready to be consumed, to picking the very best athletes when they are ready to represent our country. ”

The campaign will be released across national TV, cinema, radio, press, social, digital and out-of-home.

Tom McFarlane, M&C Saatchi executive creative director, said “In this campaign we parallel the nurturing of crops Australia-wide, with the nurturing of healthy, young Australian athletes. We see both grow and flourish until they are picked – the fresh produce for Australian tables, the athletes for the Olympic world stage in Rio.”


  • M&C Saatchi
  • Regional CD – Tom McFarlane
  • CD – Michael Andrews
  • Creative Group Head – Phil Leece
  • Senior Art Director – Ant Larcombe.
  • Group Acc Director- Hayley Mathews
  • Senior Producer – Karen Muxworthy
  • Production Company – EXIT Films
  • Producer – Leah Churchill-Brown
  • Editor – Drew Thompson – Arc Edit
  • Post production – ALT VFX.
  • Post producer – Dawn Walker
  • Sound Design – Simon Kane – Song Zu
  • Music license –  Level Two Music
  • Music – “Grow” – Amanda St. John

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