Wednesday, 10 July 2024: Woolworths is showcasing how the best of Australian fresh is fuelling athletes as they prepare to take on the world in the upcoming Paris Olympic and Paralympic Games. 

Launched today, the brand film is inspired by the true story of Paralympic swimmer Col Pearse, whose family and local community helped him create a training pool in the dam on their family farm outside of Echuca, Victoria to train for the paralympics. The film features Col, his family and members of the local Echuca community. It’s this combination of fresh food and fresh Aussie thinking that helped Col secure his spot in the Tokyo 2020 Games, and now in Paris 2024.

Outside of Col’s journey in the TVC, an integrated campaign produced in partnership with M&C Saatchi within the Greenhouse Collective, will feature six other Olympic and Paralympic athletes and some of Australia’s fresh produce inspiring all Australians to fuel their best with Australian fresh food throughout the games period. Col features alongside other athletes including: Mollie O’Callaghan, Jeff Dunne, Ryley Batt, Maurice Longbottom, Vanessa Low and Riley Day.

Woolworths Group Chief Marketing Officer Andrew Hicks said: “Since Rio de Janeiro in 2016, Woolworths has been the proud fresh food partner of the Australian Olympic and Paralympic teams. It’s a role we are honoured to play, and we wish all of our athletes every success.

“Providing our customers with the best of Australian fresh food is at the heart of who we are and we hope Col’s story and our support for Australia’s athletes at the Games helps inspire the next generation of Olympic and Paralympic champions.”

Richard Morgan, Executive Creative Director M&C Saatchi Woolworths said: “Col’s story is the perfect example of truth outcompeting fiction. This brand film captures the Aussie competitive spirit, determination, grit and a community coming together to help realise an athlete’s dream of competing on the world stage and I can’t wait to see the full campaign roll out in bespoke ways across channels.”

The integrated multi-channel campaign launched on Free to Air TV on 10 July, and athlete ambassador creative will come to life in stores all across the country from this week. Activity will also roll out across radio, press, digital, content, social, and OOH throughout July, August and early September.

To view the new Woolworths Olympics and Paralympics fresh food partner commercial click here. Hi-res images, click here.


For further information, contact Woolworths Media: 02 8885 1033 or




Andrew Hicks – Chief Marketing Officer, Woolworths Group

Jane Saleh - Director, Woolworths Brand & Marketing

Caroline Squire - General Manager, Marketing Communications

Sarah De La Mare - Head of Community & Sponsorships

Hayley Mein - Marketing Communications Manager

Kirsty Mould - Senior Marketing Communications Manager

Ashlea Pike - Marketing Communications Planner

Zoe Meredith - Sponsorships and Partnerships Manager

Trent Sullivan - Sponsorships and Partnerships Manager

Clare Harris - Program Lead

Simone Scoppa - PR

Nathan Farebrother - PR


Creative Agency: M&C Saatchi

Chief Creative Officer - Steve Coll

General Manager - Lisa Milner

Executive Creative Director - Richard Morgan / Shelley Parsons

Senior Copywriter - Mike Burdick

Senior Art Director - Niccola Phillips

Executive Producer - Karen Muxworthy

Group Account Director - Tara Goh

Account Manager - Alex Booker

Head of Strategy - Vanessa Graham

Senior Planner - Sarah Pont


Production company: Exit Films

Director: Glendyn Ivin

Executive Producer: Leah Churchill-Brown

Producer: Alice Grant

Editor:Jack Hutchings

Post production: The Editors/Resolution Design

Music and sound design: Level 2 Music, Elliott Wheeler (Turning Studios), Massive Music

Artist and song: Amazing, Alex Lloyd