here - POPAI Australia & New Zealand

Uncle Tobys/Woolworths campaign:
„Go Red For Women‟ 2010
• Situation: UNCLE TOBYS oats wanted to leverage its sponsorship with the
National Heart Foundation‟s Go Red for Women. A great fit with heart wellbeing
for the brand. But getting retailer buy in for a charity event which had no shopper
hook or retailer tie in was proving tricky. After all, we needed the agreement to pay
back in sales.
• Task: Create a compelling campaign that spanned the path to purchase if to
engage one key retailer (Woolworths) including a strong shopper call to action
even though the awareness for the GRFW campaign was still very low.
• Activity: We created a campaign that shoppers could understand in a nano
second and that brought to life our partnership with the heart foundation.
• Result: Impactful displays built in stores, refreshing our oats season mid way
through, keeping our displays up for longer and resulting in a record oats season
in Woolworths.
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