Inspire Australians to support the Woolworths OzHarvest Christmas Appeal, encouraging customers to Share in the Spirit of Christmas.
With the rise of the global trend of the ‘sharing economy’ Australians are adopting the theme of ‘sharing’ across many parts of their lives.
PPR developed a campaign that included insights from Woolworths customers that focused on the idea of sharing, and what items Aussies will share during their Christmas feasts. This was rolled-out across Woolworths Family of Influencers along with an extensive media relations program encompassing angles aligned with sharing the spirit.
Across the campaign, over 500 pieces of coverage during the period, with a combined reach of over 76 million. In the media, Woolworths convincingly led share of voice amongst competitors with Woolworths achieving 49.7%, Coles 28.8%, Aldi 18.7% and IGA 2.8%