Woolworths Own Brand
Multiple Campaigns (Social & Digi)
Woolworths’ own brand offers a slightly more premium range, particularly in its pre-marinated and pre-seasoned meats designed for BBQs and other social occasions. A few major campaigns I’ve worked on are:
2023 - Bakery & Pastry Range, Protein Range
2024 - Home Burgers
2025 - Cakes Range, Own Brand, BBQ Range
My role across these campaigns span across the entire creative process. A consistent challenge has been managing limited budgets for producing social assets. We needed to develop ideas that could either be captured alongside the OLV shoots or make effect use of existing OLV footage. On some projects, I focused solely on building final assets; on others, I attended OLV shoots and supported senior art directors in capturing footage suited to our needs. Only one campaign allowed us to set up a dedicated shoot to produce all of our own creatives.
BBQ Range (2025)
The brief was to position Woolworths’s BBQ range as the go-anywhere, anytime companion for Australia’s flexible BBQ lifestyle.
My role in this campaign was to assist the creative team during the conceptual process on social, help organise the social shoot, and build all assets social & digi.
FOS screen
Social
Own Brand (2025)
This campaign was never launched, but the social content produced for it received positive feedback from both internal teams and clients.
The campaign was tasked to expand on the phrase “Made by the fresh food people, Loved by you.” We leveraged the voices of Bunchees, who are every day people that review Woolworths products. Our social content suite showcases real reviews paired with mouthwatering cinemagraphs.
Cook Range Chicken
Own Brand Sausages
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HomeBurgers (2024)
Woolworths launched their very own HomeBurger range, positioning customers’ homes as Australia’s biggest burger joint.
It was a fully integrated campaign with a pop up in Surry Hills during it’s launch week.
My role in this campaign was to help tackle the challenge of creating social content without an additional budget. We worked exclusively with existing assets and footage produced for other ATL channels. In two of our executions we leaned on controversial toppings to spark interaction and drive engagement.
Do you think pineapple / beetroot belong on a burger?
Polls - Pineapple
Polls - Beetroot
Burger browsing (show range)