Client

Woolworths

Country

Australia

Year

2019

Learning and developing important character traits made possible by play! That’s what Australian kids got the chance to do while having fun growing their very own fresh food with Woolworths.

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Our seedling kits taught kids how to take care of something over time.

Hey! Ho!
Let’s grow!

A garden grown with love, patience and environmental sensitivity

Children love to spend time outdoors, jump around and play with their friends and parents. So, we put it all together and came up with the Discovery Garden campaign — educational, fun and collectible, creating hype amongst families and their kids.

 

 

24 seedling kits to collect at Woolworths

Shoppers were rewarded with one seedling kit for every $30 spent at Woolworths stores. Kids and adults were enthusiastic alike to collect all 24 seedling kits and create a beautiful garden of vegetables, flowers and herbs:
Beetroot, bok choy, cabbage, carrot, kale, lettuce, onion, radish, tomato, spinach, basil, chamomile, chives, coriander, cress, dill, oregano, parsley, rocket, thyme, dianthus, pansy, and snapdragon. Et voilà! The little ones had an amazing time learning all about growing fresh food and gardening. A collector’s case, gloves and more merchandise could be purchased for an extra amount so that Woolworths’ loyal customers could enjoy the complete Discovery Garden experience.

Relishing in that good green vibe

The Discovery Garden loyalty campaign was communicated both online and offline. A fun TVC was created for the occasion, raising awareness about the environmental and educational benefits of the seedling kits for children. Woolworths also built a child-friendly website to answer all their questions and to support them in their gardening adventure. For instance, they could find useful information on how to receive their kits and how to prepare a delicious meal using their veggies. Additionally, videos were also available online to give them tips on how to cultivate and keep the Discovery Garden plants healthy.

Putting on gloves brought more families together than imagined

Kids and adults were excited to grow their own plants and food, and the Discovery Garden boosted their creativity and mood. Parents highly enjoyed the educational benefits of this concept. They were pleased to see their children enjoying outdoor activities and forgetting about screens for a while. The reward offered by Woolworths was seen as an opportunity to jump into a new hobby together and spend some precious family time. Girls and boys also learned new skills such as reasoning, self-confidence and patience through the power of gardening. Ultimately, the loyalty campaign positively affected shoppers’ opinions of Woolworths and this environmentally friendly campaign and it soon transformed them into huge Discovery Garden fans.

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Interested in our environmentally friendly loyalty campaigns? Want to know more about our Little Garden concept?

Contact us

“As the fresh food people, Woolworths Discovery Garden is a natural next step for us to engage families and empower Aussies of all ages to understand how their food grows.”


Sarah De La Mare

Head of Brand Programs & Partnerships

Woolworths Supermarkets

About Woolworths

Woolworths, also known as “Woolies”, is an Australian chain of supermarkets and grocery stores owned by the Woolworths Group. Founded in 1924, it is one of the largest grocery retailers down under.

The chain includes nearly 1,000 Woolworths supermarkets and 43 Woolworths Metro convenience stores. They also offer a “click and collect” and home delivery service for Woolworths supermarkets, thanks to Woolworths Online.

 

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UNGA means
‘to play’

Play inspires us in everything we do. Our campaigns, our products, but also our environment and work dynamic. That is how we grow. We unleash our inner child to put smiles on millions of faces, all over the world.

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