Woolworths: Grown in Australia, Picked for Rio

Woolworths, the fresh food people, has released its latest campaign 'Grown in Australia. Picked for Rio' to celebrate the Australian Olympic and Paralympic team competing in the Rio 2016 Olympic Games. Created in partnership with creative agency M&C Saatchi and media agency Carat, the set of commercials feature three home-grown champions - water polo player, Holly Lincoln-Smith, basketballer Joe Ingles and wheelchair rugby player, Ryley Batt. The commercials were showcased to a wide Australian audience on Saturday with the 60 second TVC screened on Channel 7 during the opening ceremony of the 2016 Rio Olympic Games. Woolworths is the Fresh Partner of the Australian Olympic and Paralympic teams, and the campaign explores the parallels of nurturing and developing athletes with growing fresh Australian produce. Through the Olympic and Paralympic partnership, individual commercials about Joe Ingles and Ryley Batt form part of the campaign and focus on their personal stories about growing into champion athletes. In an Australian media first, Woolworths will be delivering messages of well wishes on YouTube to the Australian Olympic and Paralympic athletes competing in Rio using Google Moment Targeting. Further to the campaign, as part of the Woolworths partnership with the Australian Paralympic team, Woolworths customers and team members have helped to raise nearly $700,000 to assist with getting the Australian Paralympic team over to Rio to compete.