Foodland launches mighty South Australian campaign via KWP!

9 March 2021

Creative Agency: kwp! Advertising

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The new campaign showcases the next generation of Foodland family members from 38 families including South Australian icons like San Remo, Kytons Bakery and Paris Creek Farms.

Travelling more than 2,500km across South Australia from Port Lincoln to Pooraka by plane, tuna boat, buggy, tractor, oyster boat and car, KWP! captured the Foodland family stories for a mighty new advertising campaign which launched Sunday March 7, 2021.

The campaign comes as South Australia’s largest independent supermarket chain embarks on a massive $251 million expansion program to open 25 new stores, revamp 47 and create 2,500 new jobs over the next five years.

Foodland’s new campaign showcases the next generation of Foodland family members from 38 families including South Australian icons like San Remo, Kytons Bakery and Paris Creek Farms.

Foodland CEO Franklin dos Santos says they travelled across the width and breadth of South Australia to capture the family of families behind the Foodland family, sharing its proud history of supporting local farmers and producers.

“Foodland is part of the fabric of South Australia. We have more stores than any other brand, employ more than 6,000 South Australians and our retailers are the centre of the local community in suburbs and towns around the state,” dos Santos says.

“My satisfaction comes from serving my community. We support sovereign manufacturing and jobs in SA and the nation at large."

This campaign sees viewers track the journey of great South Australian food from paddock to store - all the way from the sea to the shelf and from the fields to the fridges says KWP! group creative director Joshua Fanning.

“The campaign is a celebration of real people and great food and evidence of the positive role Foodland plays in the economy of South Australia,” Fanning says.

The campaign runs across TV, outdoor media including tram, static and digital billboards, bus shelters and bus backs, as well as across Foodland catalogues, at their stores and across social.

Foodland’s retailers featured in the campaign:
Anthony Violi
Elisabeth Romeo
Kleio Portellos
Marie Vavaroutsos
Michael Rugless
Georgie Rugless
Josh Zucco
Catrina Violi
Jade Martin
Hannah Allen-Jordan

Supplier partners featured in the campaign:
Pro-Seafoods, Port Lincoln
Paris Creek Farms, Paris Creek Meadows
Kyton’s Bakery, Edwardstown
San Remo, Windsor Gardens
HiFresh Lettuce, Virginia
Days Eggs, Lower Light
SA Potato Co., Mount Barker
Nicol Carrots, Penfield Gardens
South Australian Produce Market, Pooraka
Wheat Farmer, Clare
Riverland Oranges, Riverland
Lenswood Apples, Lenswood
Fleurieu Milk, Myponga
Parker’s Strawberries, Pooraka

Chief Executive Officer at Foodland: Franklin dos Santos
General Manager of Merchandise and Marketing at Foodland: Christopher Villani
Marketing Manager at Foodland: Nicole Richards
Marketing Coordinator at Foodland: Regan Mahoney

Group Creative Director: Josh Fanning
Client Engagement Director: Hollie Doran
Group Account Director: Hafsa Qureshi
Production Manager: Ben Spry
Creative producer: Marine Monbeig
Senior Media Manager: Lisa Thorpe
Media Executive: Rebecca Cooper

River Film Production
Photographer: Aubrey Jonsson
Director / DOP: Benjamin Dowie
Production Company: River film
Producer: Jeremy Aubert
Production Design/Art Direction for the main store shoot: Gareth Wilkes
Gaffer instore shoot: Marcus Bosisto
1st camera assistant interior shoots: Harvey Hoga

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