Woolworths | Fresh Food Mums
The problem
The market has been inundated with recipe-based content, especially online where there are over 6 million Australian recipes pages. Woolworths therefore saw the opportunity to be in an enviable position of owning customer driven food solutions-to close the loop on ‘paddock’ to ‘plate’.
Consumer insight
It’s hard looking after a family, a budget as well as myself.
Brand insight
Woolworths never stops finding fresh ways to improve your life.
The powerful truth
Fresh Food Mums.
The solution
The Fresh Food Mums campaign was built upon real mums sharing and helping other real mums by providing a platform for mums to engage and share family insight and food tips to other home cooks around Australia.
The second phase of the campaign built momentum and credibility as a trusted source of advice broadening the number of real mums, insights, recipes and hints and tips through stores, on the website and via catalogues.
Woolworths now have real mums participating and engaging with other Fresh Food Mums on the website and hence lots of great user generated content to help mums.