The Challenge

In August 2021, Woolworths announced their most exciting collectible yet with the launch of Woolworths Bricks. Tasked with announcing the new collectible nationally to Aussies, SOCIETY recognised the appeal was not only to families with kids but also to those older ‘kids’ who have grown up playing with bricks, offering a sense of nostalgia and enjoyment.

The Solution

Eco-friendly doesn’t have to be boring, and our opportunity was to dial up the fun. Our strategic approach ensured the campaign took our customers on a journey for a better (greener) tomorrow by inspiring a green future, one brick at a time. We worked closely with NewsCorp to deliver an exclusive story highlighting the learning benefits of the new, eco-friendly collectible range for kids. Bespoke content was curated of kids playing with the new collectible and the sources of the Bricks (luggage, goggles etc) for their print and online channels ensured national pick up across the network.

The Response

Media and consumer sentiment remained highly positive throughout the campaign. In addition to 148 pieces of coverage and a total reach of 52.8 million, Christian Hull ran a Facebook Live post for more than one hour on his channels - featuring him opening Bricks packs sent to him by followers, and Woolworths, to create and build his own store.