December is well and truly here. Although in the southern hemisphere we don’t get the snow and frost, it doesn’t make the festive season any less of a celebration! One of the most important elements of this time of year is food. And how lucky we are in Australia, to be spoilt for choice and quality. However, in a season of overindulgence, the need for advocates for healthy eating is more important than ever.
Enter Jamie Oliver.
Along with the masses, I’m a huge fan. So it was very exciting to see him promote fresh food messages with Woolworths this Christmas season. But it doesn’t end there. A current Master of Marketing student, Amanda Nakad, worked up close and personal with Jamie in the UK and helped pull together the whole campaign. I jumped at the opportunity to ask her some questions about Woolworths and Bringing Christmas Together with Jamie Oliver.
View the Bringing Christmas Together with Jamie Oliver television commercial.
How was it co-coordinating such a big project? Especially an overseas project?At Woolies, we believe Christmas is about sharing good food and good times with friends and family. We know Aussie expats living in the UK miss great produce from home at this important time of year, so we wanted to bring them the great taste of Australian fresh produce in Jamie’s home town! Coordinating this project was definitely a lot of fun. We haven't had a TV shoot of this scale in a while, so I was honoured to be a part of it. There was a lot to be done, but luckily we have such a great marketing team at Woolies who love to get involved, so we had a lot of help! Knowing that it wasn't in Australia meant that we had to be very well prepared in advance, and it all ran very smoothly. We are so happy with the ads! Going to London in particular was amazing; it was actually my first trip there so I tried to squeeze the tourist activities in somehow... But getting to meet and work with Jamie was definitely the highlight of the trip.
How long have you been working on this for?We have been working on this for approximately six months.
Will Jamie be hitting our shores and a Woolies store any time soon?He sure will, and we're really excited to continue working with him. Watch this space!
Can you tell us a little bit more about the logistics of phasing out the sale of caged eggs in Woolworths stores?We are working with our suppliers to support them through the transition period including long term supply contracts so they can have the confidence to invest in infrastructure changes and reducing the cost of production, in turn keeping prices affordable for our customers.
Woolworths and Jamie Oliver are such a perfect fit, especially with Woolworths being "Australia's fresh food people." What do you think is the biggest marketing benefit from partnering with Jamie Oliver?Jamie is world famous for his passion for fresh food, and as Australia's fresh food people we believe our relationship is a natural fit. Jamie loves Australia and Aussies love him, so he’s a natural choice for us. Our partnership will focus on bringing better, healthier, affordable fresh food to life for everyday Australians, giving them the information and confidence to prepare great tasting fresh meals at home. Our biggest marketing benefit is the ability to communicate the benefits of eating healthy to Aussies everywhere, and potentially change behaviour and the health of Australians.
Amanda Nakad: Current student of the Master of Marketing program at the University of Sydney Business School. Amanda is also part of the Brand Strategy team at Woolworths.
Hongi Luo: Current student in the Master of Marketing program at the University of Sydney Business School.