Woolworths goes green in latest campaign via M&C Saatchi for Olympics

Woolworths has released a new campaign, Today’s Fresh Food People, which will premier during the Opening Ceremony of the 2020 Tokyo Olympics tonight.

The campaign via M&C Saatchi features a montage focusing on all things green at Woolworths.

The 60-second spot features a list of words rhyming with “green”, as well as referencing the green and gold colours of the Australian Olympic Team.

The spot references Woolworths’ plan to be powered by 100% renewable energy by 2025, which competitor Coles has also committed to.

Andrew Hicks, Woolworths’ group chief marketing officer, said: “Australia and the world has changed profoundly over the last 18 months, and so have the expectations of our customers. As today’s fresh food people, we need to evolve and grow with them.

“We’ve been known as The Fresh Food People for more than 30 years; it’s an important part of our identity and heritage. Now is the right time to start a new chapter with Today’s Fresh Food People.”

The spot will premier at the Opening Ceremony for the Tokyo Olympic Games. Woolworths is the fresh food partner of the Olympic and Paralympic Games.

The campaign is a continuation of the Woolworths’ brand platform, Fresh Food People.

M&C Saatchi’s previous campaigns for Woolworths include its 2020 Christmas campaign.



Andrew Hicks – Chief Marketing Officer

Nick Chapman – Director, Brand Expression

Cassie Wheeler – Head of Marketing Communications

Evette Sanders – Marketing Communications Planner

Gabrielle Lum Mow – Marketing Communications Planner

Kara Landrigan – Marketing Communications Specialist

Helene Herbert – Marketing communications Specialist

Jo Rose – General Manager, Brand Strategy and Ecosystem

Tommy Holt – Senior Manager, Brand Propositions

Amanda Law – Planner, Brand Propositions

Creative, M&C Saatchi:

Creative Partner – Tom McFarlane

Creative Director – Phil Leece

Creative Group Head – Peta McDowell

General Manager – Lisa Milner

Group Account Director – Lou Rice

Senior Account Director – Janine Allan

Executive Producer – Karen Muxworthy

Strategy Partner – Sophie Ayles

Strategy Director – Damien Eames


Production Company: Sweetshop

Director: Campbell Hooper

Producer: Allison Lockwood

DOP: Andrew Stroud

Film Art Director: Tom Churchill-Brown

Post Production:

Editing Company: The Editors

Editor: Stuart Morley

Producer: Olivia Reddy

Post finishing & Design: Resolution Design

Flame artists: Stuart Cadzow and Doron Man

Colourist: Ben Eagleton

Executive Producer: Amanda Cairns-Cowan

Media: Dentsu Aegis/ Woolworths@DAN

Sound production:
Music/sound: Song Zu
Composer: Ramesh Sathiah
Sound Engineer: Abigail Sie
Producer: Alexa Tonkin.


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