Woolworths refreshes the Fresh Food People for today

Paige Murphy
By Paige Murphy | 23 July 2021

Woolworths is reaffirming its commitment to being the 'Fresh Food People' with a reimagined ethos launching from today.

The new brand platform, Today’s Fresh Food People, puts customers' current and future priorities at the forefront and supports Woolworths’ ambition to be the country’s most loved and trusted brand.

Today’s Fresh Food People continues to celebrate locally grown fresh food, but also puts Woolworths’ diverse team across supermarkets, metro stores, online and the Woolworths Food Company at its heart by putting a spotlight on the care they show for all Australians.

This also includes how Woolworths is helping the country grow greener; making healthier easier, and allowing customers to shop their way.

“Australia and the world has changed profoundly over the last 18 months, and so have the expectations of our customers. As today’s fresh food people, we need to evolve and grow with them," Woolworths Group chief marketing officer Andrew Hicks says.

“We’ve been known as The Fresh Food People for more than 30 years; it’s an important part of our identity and heritage. Now is the right time to start a new chapter with Today’s Fresh Food People.

“It will continue our focus on our team bringing a little good to everyone everyday while ensuring our priorities match customers' expectations on how we can create a better tomorrow for all Australians.

"Keeping Australians COVIDSafe and the care we show for team and customers during these times will also continue and be a key part of what it means to be Today’s Fresh Food People.”

A new brand campaign will begin the journey of communicating Today’s Fresh Food People, starting with a television commercial scheduled to premier during the Opening Ceremony of the Tokyo Olympic Games tonight.

“As the proud fresh food partner of the Olympic and Paralympic Games, we’re excited to begin communicating Today’s Fresh Food People to our customers during the Opening Ceremony," Hicks says.

"Fresh food plays a huge role in helping our world class athletes train and perform at their peak, and this felt like the right opportunity to celebrate a new chapter with our customers.”


Andrew Hicks – Chief Marketing Officer
Nick Chapman – Director, Brand Expression
Cassie Wheeler – Head of Marketing Communications
Evette Sanders – Marketing Communications Planner
Gabrielle Lum Mow - Marketing Communications Planner
Kara Landrigan – Marketing Communications Specialist
Helene Herbert - Marketing communications Specialist
Jo Rose - General Manager, Brand Strategy and Ecosystem
Tommy Holt - Senior Manager, Brand Propositions
Amanda Law - Planner, Brand Propositions

Creative, M&C Saatchi:
Creative Partner - Tom McFarlane
Creative Director - Phil Leece
Creative Group Head - Peta McDowell
General Manager - Lisa Milner
Group Account Director - Lou Rice
Senior Account Director - Janine Allan
Executive Producer - Karen Muxworthy
Strategy Partner - Sophie Ayles
Strategy Director - Damien Eames

Production Company: Sweetshop
Director: Campbell Hooper
Producer: Allison Lockwood
DOP: Andrew Stroud
Film Art Director: Tom Churchill-Brown

Post Production:
Editing Company: The Editors
Editor: Stuart Morley
Producer: Olivia Reddy
Post finishing & Design: Resolution Design
Flame artists: Stuart Cadzow and Doron Man
Colourist: Ben Eagleton
Executive Producer: Amanda Cairns-Cowan

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