Fakeaways Campaign
Our team led the creative production for the Fakeaways category campaign, capturing lifestyle photography of frozen and chilled meal solutions and delivering a full suite of assets across digital and in-store touchpoints.
Creative & Production
We developed and photographed a series of elevated serving suggestions, positioning the products as quick, delicious meals that give customers the experience of fast takeaways — but from the comfort of home. These visuals were rolled out across online media, eDMs, and in-store signage.
Pre-Shop & In-store Journey
To connect with the 66% of Kiwis deciding dinner on the day, we delivered a strong pre-shop strategy using external digital sites, social media, and the Letterbox Broadsheet. In-store, we brought the campaign to life with front-of-store screens, eye-catching floor graphics, freezer decals, and category signage — helping guide shoppers and highlight participating products.
Creative & Production
We developed and photographed a series of elevated serving suggestions, positioning the products as quick, delicious meals that give customers the experience of fast takeaways — but from the comfort of home. These visuals were rolled out across online media, eDMs, and in-store signage.
Pre-Shop & In-store Journey
To connect with the 66% of Kiwis deciding dinner on the day, we delivered a strong pre-shop strategy using external digital sites, social media, and the Letterbox Broadsheet. In-store, we brought the campaign to life with front-of-store screens, eye-catching floor graphics, freezer decals, and category signage — helping guide shoppers and highlight participating products.
Creative & Production
We developed and photographed a series of elevated serving suggestions, positioning the products as quick, delicious meals that give customers the experience of fast takeaways — but from the comfort of home. These visuals were rolled out across online media, eDMs, and in-store signage.
Pre-Shop & In-store Journey
To connect with the 66% of Kiwis deciding dinner on the day, we delivered a strong pre-shop strategy using external digital sites, social media, and the Letterbox Broadsheet. In-store, we brought the campaign to life with front-of-store screens, eye-catching floor graphics, freezer decals, and category signage — helping guide shoppers and highlight participating products.
Impact
The campaign successfully redefined the frozen meal category, increasing consideration and visibility throughout the customer journey. As a result, Woolworths saw significant sales growth in FY23 — with weekly sales in the Frozen Sweet segment up to +301%, and Frozen Savoury up to +112%.
Collaborators
Account Manager ~ Kasia Glowala
Senior Photographer ~ Laura Court
Photographer Assist ~ Jade Sunkerlall
Producer ~ Julia Lynch
Food Stylist~ Ange Casley
