Woolworths identified an opportunity for growth with the multicultural Australian market, whose grocery spend is growing at a rate 1.8 times faster than non-ethnic Australians. Problem is, they’re less likely to spend at traditional supermarkets, instead favouring their own-community specialty stores.
The recency of migration of the Indian community and the approaching celebration of Diwali 2022 provided a prime opportunity to change that. To capture additional uplift and the ‘ethnic’ grocery share, we needed to ensure that the market knew Woolworths had specialty products available, in particular the products and ingredients needed to celebrate Diwali.
Drawing upon our Indian cultural expertise, we established that food is at the very heart of Diwali celebrations. We also identified that the community have high English proficiency and language is less of a barrier, but being in-culture is key in maintaining relevance and authenticity.
To harness the important Diwali traditions and attach them firmly to Woolworths, we developed the campaign around what Woolworths and Diwali celebrations have in common: a love of food. Aligning the Woolworths brand with Indian food, we developed a content-led campaign with curated Diwali recipes. We negotiated with key Indian media outlets to create bespoke advertising packages to ensure we harnessed a true multi-channel approach.
An uplift in sales YOY specific to the Diwali campaign shows that we achieved our goal for Woolworths. We reached the audience in a culturally appropriate way to drive the awareness needed to increase foot traffic in-store.