Go Fresh - Woolworths
In-store activation & social media campaign
Get your winter prescription (In-store activation)
Customers complete a short quiz about what stops them from eating fresh in winter. Based on their answers and flavour preferences, they receive a personalised “winter prescription” of seasonal fruit and vegetables, their nutritional benefits and a simple winter recipe.
By making healthy eating feel personalised and straightforward, it gives customers a reason and easy way to “Go Fresh” this winter.
Get your winter prescription (Social media campaign)
Australian food and lifestyle creators head into Woolworths to get their “winter prescription”, before taking their prescribed produce home and turning it into a simple winter meal.
Paid creator partnerships and UGC extend the activation across TikTok and Instagram, encouraging Australians to share their own winter prescriptions and recipes.
Bringing “Go Fresh” from the supermarket into Australian homes.
Mock-up generated with ChatGPT based on rough sketch.
Strategy
Target Mindset
Everyday Australians who want to eat well but find it harder during winter, when warm, comforting and convenient foods become more appealing.
Insight
We always talk about the importance of healthy eating in winter. But winter is when healthy eating, especially fresh produce, feels hardest, as we feel more sluggish and prioritise convenience over nutrition.
Competitors
Beyond other supermarkets, Woolworths competes with the vitamins, supplements and remedies consumers turn to for winter health.
Opportunity
Reframe fresh produce as a winter health essential, making it as relevant to staying healthy as the vitamins, supplements and remedies consumers already turn to.
Fresh produce becomes this winter’s health essential.
Fresh produce becomes this winter’s health essential.
The idea
Replace familiar winter health essentials with fresh fruit and vegetables, reframing fresh produce as an easy way to look after yourself during winter.
Why this works
This campaign makes fresh produce relevant to winter, using a simple message designed to drive both attitude and behaviour change. It works across the customer journey – communicating the benefits of fresh produce, helping consumers choose it and encouraging them to incorporate it into their winter diets.
