Droga5 keeps it real in nationwide launch of Australia’s Fresh Food People for Woolworths

Further to yesterday’s story, here’s the PR release:

But it’s not only the scale that makes this campaign significant – it’s the authenticity. All the Woolies people in the 12 commercials are actually Woolies employees or suppliers.

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A nationwide casting call went out, and 400 Woolies staff members and contractors were

Such an ambitious casting call created its own set of challenges and unique stories. As an example, Harold Haigh, who won the role of the Truck Driver and travelled to South Australia for the shoot, revealed it was his first time on a plane despite 20 years on the road.

Not only will the homegrown talent be featured in the TV campaign but they’ll also appear on the Woolies `Meet Australia’s Fresh Food People’ microsite which includes interviews, behind the scenes footage as well as the making of the music track featuring Gossling.

This massive production feat was pulled off by 4 crews shooting simultaneously across the country, and the characters themselves were shot on a multitude of formats including 16mm, digital, VHS and iPhone.

The entire project was overseen by Exit director Amy Gebhardt who previously worked with David Nobay and Droga5 on the acclaimed `Raise a Glass’ series of films for VB.

Gebhardt was chosen for her film and documentary background. In 2011 she was selected by Screen Australia to make a film ‘We Were Here’ in collaboration with George Miller.

Commenting on the campaign, Jamie Clift, head of client business explained: “Woolworths is part of the very fabric of Australian society, with a presence in towns and communities right around Australia. This campaign, while appealing to Woolies’ mainstream audience, is far from ordinary – celebrating what it means to be ‘Australia’s Fresh Food People’.”

David Nobay, Droga5 creative chairman added: “A lot of people scratched their heads when they saw Droga5 and Woolworths together in the same sentence, but I’d like to think that this work proves it was a smart idea for both of us.”

Woolworths managing director of Supermarkets, Tjeerd Jegen, said: “Today we embark on a new journey for our company. We have a proud history at Woolworths of bringing Australians outstanding fresh food and value and our new campaign marks the start of a new promise to our customers as “Australia’s Fresh Food People”. By serving Australians with great quality fresh food from our very own backyard, as well as great value, we will live up to our ambition to be Australia’s most trusted brand.”

Lizzy Ryley, Woolworths general manager of marketing said; “I said when we announced our appointment of Droga5 that they are a highly innovative agency with a great reputation for strong creative ideas and strategic planning skills. These skills were invaluable in the development of this campaign and I thank the teams from Droga5 and Woolworths for their hard work.”

Woolworths has also changed its music track after 25 years with a new track `Monday, Tuesday Wednesday – I Love You’ which was originally recorded in the late 1940’s by the Big Band vocalist Kitty Kallen with Lawrence Welk and his Champagne Orchestra. The track was re-recorded by Gossling (Helen Croome) who was specifically commissioned by Woolworths to bring a fresh approach to the track.

Woolworths: