Woolworths Supervisor Jillian Arnold and Truckie Harold Haigh

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Having seen the launch campaign, many anticipated a more functional follow-up to the campaign in these individual character spots.

How many trucks does it take to get it there fresh?

How quickly do onions get from the soil to the store?

In fact the curious potato farmer delivers some of this in terms of a truth about how the potatoes are cleaned.

The aim is to provide detailed backstories with the aim of personalising the quality and quantity of Australian produce and local sustainability promoted by Woolworths.

The issue is how many potential shoppers feel that an engaging character alone can convince them of the Fresh Food People claim? Particularly in the absence of any product info. about quality?

They are beautifully produced, but do they change hearts and minds when it comes to the store and the claim “Fresh Food People”? I’m not so sure.

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Arnott’s Tim Tam ‘Truly, Madly Tim Tam’ orchard

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Tim Tams are as Australian as it gets.

Arnott’s did a nice piece of experiential work in Sydney based on the thought that “I wish Tim Tams grew on trees” as we all do!

The campaign was created and developed by DDB Sydney and its PR/experiential arm Mango Communications. The ad features real people and as I truly believe, the real reactions far outshine those of actors. You believe the delight and surprise of the happy punters.

Lots of clever social media integration, but at the end of the day people really do like free stuff. Particularly chocolate.

(still waiting for my free cadbury bars…)