Woolworths Everyday Rewards x MasterChef

To drive engagement for Woolworths Everyday Rewards’ premium cookware promotion, we created a social-first campaign built around food creators, collectability and everyday cooking inspiration.

Partnering MasterChef favourite Hayden Quinn with creators including Locky, the campaign brought the “Cook Better with Better Cookware” platform to life through creator-led recipes designed for social feeds rather than traditional TVC - quite a radical move for Woolworths.

The campaign inspired tens of thousands of home cooks to share their own recipes socially, helping reinforce Woolworths’ positioning as “The Fresh Food People” while turning a supermarket promotion into a ‘national’ food conversation - how you cook better with (free) premium cookware?

One of Woolies most successful collectables promotions - over 10 million cookware items being redeemed. Also Increased their social following 20%.