Building connections with Aussie families
Woolworths sought to deepen its connection with young Australian families. The goal? Shift perceptions and build consumer trust by aligning with values that resonate with their audience: being authentically Australian, delivering good value, providing quality products, and championing fresh offerings.
Enter LEGO® Masters
A global phenomenon that captures hearts with its creative challenges and jaw-dropping builds. More than just a family-friendly format, LEGO® Masters has the unique ability to resonate with a diverse audience and bring generations together, engaging both adults and children alike in a way few other programs can.
By partnering with this beloved format, Woolworths had the perfect platform to enhance its appeal with families and build trust.
In 2024, Woolworths elevated their partnership by introducing two bespoke Break Engagers, seamlessly embedding their brand into LEGO®-themed content to captivate viewers. Reach extended beyond TV with a strong digital presence on BVOD, incorporating Premium Slate, Intermission Pause Ads and Digital Billboards, amplifying engagement.
To further boost the campaign, Woolworths collaborated with TODAY and TODAY Extra, featuring dedicated segments that recapped the previous night’s episode and highlighted the current contestants. TODAY Extra segments with hosts Hamish Blake and Sophie Monk further strengthened the campaign, connecting the brand to fun and creativity.
High awareness and a significant recall of Woolworths' TVCs saw the campaign surpass Gemba benchmarks
82%
RECALL
Of Woolworths' TVCs, surpassing the Gemba benchmark by 37% pts.
56% AGREED WOOLWORTHS OFFERS GOOD VALUE
Perceptions of value for Woolworths increased from 51% to 56%.
CONSIDERATION INCREASED
There was a 12% pt increase amongst families on “the only store I would consider” compared to the pre-wave.
Source: Gemba Woolworths LEGO® Masters 2024.
View more big marketing moments from Powered by Nine
It's time for your brand to leverage the power of Nine to drive business outcomes.
