Grocery spending among migrant Australians is surging, growing 1.8 times faster than non-ethnic Australians. However, traditional supermarkets often miss out, as these communities tend to favour their own specialty food stores. Woolworths recognised the immense potential of the rapidly expanding Indian community and the cultural significance of Diwali. Their ambition? To increase their "ethnic" grocery share and become the go-to destination for Diwali celebrations.
We ignited a content-led strategy that celebrated the central role of food in Diwali traditions. Leveraging our deep understanding of Indian culture, we showcased Woolworths' specialty products and ingredients, creating curated recipes that resonated with the community. We didn't just place ads; we partnered with key Indian media outlets, negotiating bespoke advertising packages to ensure a truly integrated multi-channel approach. Our insight? While the Indian community boasts high English proficiency, cultural relevance is the key to unlocking their loyalty.
The results were illuminating. The Diwali campaign successfully aligned Woolworths with Indian food traditions, driving significant awareness and boosting foot traffic in-store. Most importantly, it delivered a substantial year-over-year sales uplift specifically during the Diwali period, proving the power of culturally attuned marketing.