The challenge was that home burgers were seen as mediocre, and Woolworths Own Brand was no different. If you wanted a good burger, you had to go out.
The idea was to bring home all the quality, ease, and vibes of a burger joint.

Not just to disrupt the supermarket competition, but to create an at-home revolution that would take on the likes of Betty’s and Grill’d.

Triggering action and driving purchase, sending customers to the new burger fixture. Proving that our range, variety, quality and price are worth staying in for.

The campaign launched nationally across BVOD, SVOD, digital out-of-home, Spotify, paid social, paid search PR and a burger shop in-store destination.