Aussie Paralympian Col Pearse fronts Woolworths’ ‘Fresh Fuels the Best in All’ via M&C Saatchi

The campaign centres on a hero film inspired by Pearse’s story, highlighting how his family and local community helped him create a training pool in the dam on their family farm outside of Echuca, Victoria, to train for the Paralympics. The campaign promotes the brand position that Australia’s fresh produce inspires all Australians to ‘fuel their best.’

“Since Rio de Janeiro in 2016, Woolworths has been the proud fresh food partner of the Australian Olympic and Paralympic teams. It’s a role we are honoured to play, and we wish all of our athletes every success,” said Woolworths group chief marketing officer, Andrew Hicks.

“Providing our customers with the best of Australian fresh food is at the heart of who we are and we hope Col’s story and our support for Australia’s athletes at the Games helps inspire the next generation of Olympic and Paralympic champions.”

“Col’s story is the perfect example of truth outcompeting fiction,” added Richard Morgan, ECD M&C Saatchi Woolworths.

“This brand film captures the Aussie competitive spirit, determination, grit and a community coming together to help realise an athlete’s dream of competing on the world stage and I can’t wait to see the full campaign roll out in bespoke ways across channels.”

The integrated multi-channel campaign has launched on Free to Air TV, with athlete ambassador creative set to activate across Woolworths stores this week. Activity will also roll out across radio, press, digital, content, social, and OOH throughout July, August, and early September.

Besides Col Pearse‘s journey, the campaign will feature six other Olympic and Paralympic athletes: Mollie O’Callaghan, Jeff Dunne, Ryley Batt, Maurice Longbottom, Vanessa Low, and Riley Day.

Earlier this year, Woolworths was crowned Australia’s most valuable brand despite a 5% brand value decline by the 2024 Brand Finance Australia 100, released in January at the World Economic Forum.

This was followed by Woolworths CEO Brad Banducci‘s February announcement that he would be stepping down from the position after eight and a half years, succeeded by Amanda Bardwell, then managing director of WooliesX.

Woolworths is not the only brand leveraging the hype of the upcoming global sporting event this week. On Tuesday, AAMI launched its latest work via Ogilvy, Athletes in the Making – a fun and lighthearted campaign highlighting the challenges faced by Aussie households when the aspirations of their young athletes outweigh their burgeoning skills.