The new campaign, devised by Because Experiential Marketing, invites fans, friends and families to show their support for Team Australia.
The activation is live in 950 stores across the country and is being amplified through broadcast, radio, digital and social media channels.
Fans can show their support by choosing typical Australian products to include in special ‘care packs’ to be sent to each of the 800 athletes in Rio.
Having chosen one of 20 ‘Taste of Home’ products, consumers can either type or write a personalised message to accompany their product choice.
Shoppers engaging in the in-store campaign are also encouraged to take a selfie to share alongside their message on social media. In return, they will receive a free ‘Eat Like a Champ’ recipe book, with healthy lunchbox ideas inspired by the Australian Olympic Team.
Consumers can also post messages of support on a dedicated ‘Taste of Home’ website (www.wooliestasteofhome.com.au), where athletes will be encouraged to send back their own message of thanks to fans, friends and families.
Gareth Brock, client development director at Because Australia, said: "This campaign is all about showing Team Australia that although the Rio 2016 Olympic Games is a long way from home, the whole of Australia is right behind them."
Aysha Down, sponsorship activation manager at Woolworths, said: "Woolworths is very proud to be sponsoring Team Australia at the Rio 2016 Olympic and Paralympic Games.Our food choices affect our performance every day, whether or not we are athletes. It’s going to be a great way for ordinary people to connect with our country’s best sportsmen and women, because every bit of support will help them get over the line."
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