Developed the overarching strategy and creative platform, reinforcing Woolworths’ position as “Australia’s Supermarket” by linking fresh food credentials to athlete performance on the world stage.

The "Grown in Australia. Picked for Rio" campaign drew parallels between growing produce and nurturing athletes, using themes of fresh air, water, and nutrition. 

Integrated Campaign featured Olympians and Paralympians including Holly Lincoln-Smith, Joe Ingles, and Ryley Batt.

Included national TV, cinema, radio, press, digital, social, and large-scale OOH and localised ads celebrated medalists in their hometown Woolworths stores.

Launched Fresh Food Kids providing free in-store fruit and support for local sports.