Because was asked once more to create a fresh activation for Woolworths as title sponsor of the Sydney Royal Easter Show. Planned to be the world’s biggest live ticketed event post COVID, our brief was to showcase Woolworths’ incredible farmers and produce while keeping the experience and its attendees safe and feeling comfortable. Inspired by walking foodie tours that people take on holiday, we created an immersive but Fresh Market Tour. The guided tour led intimate groups through a series of five interactive stations, each with its own tailored experience that connected people directly to the source of Australia’s freshest produce.

Results:
The world’s biggest ticketed post-COVID event.

Our solution: As part of Woolworths’ brand journey, we’ve partnered closely over the years to continually create smarter strategic sponsorships and engaging events at agricultural shows. As title sponsor for the 2021 Sydney Royal Easter Show – promised to be the world’s biggest live ticketed event to date post the pandemic – we needed to create a fresh activation on a scale like never before. Our brief: showcase Woolworths’ incredible farmers and their produce to 800k+ visitors while keeping the experience COVID conscious.

Inspired by walking foodie tours that people take on holiday, we created an immersive but Fresh Market Tour. We divided the stand into five interactive stations, each with its own tailored experience including taste tests, interactive games, educational pieces on sustainability initiatives and more. Visitors made use of our ticketing system to get their own time slot capped at groups of 10. This helped create small ‘tour groups’ offering a more intimate experience seamlessly allowing us to adhere to regulations.


Creating the connection: The Fresh Market Tour gave 800k+ visitors the opportunity to safely connect to Australia’s freshest produce and meet the people behind it, showcasing the crucial role that Woolworths plays in supporting the agricultural industry.

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