The Challenge

SOCIETY was tasked with handling the PR for the Woolworths 2023 Easter campaign. The goal was to position Woolworths as the destination for Australians to shop the highest quality food and products at the best prices during the Easter 2023 period.

The Solution

SOCIETY has a tried and tested PR strategy for Easter. Each year, we tailor the strategy to ensure relevant, creative brand messaging and storytelling, so we can hero any new products and remind customers how much they love the returning ones. The strategy is always based around a strong press office, gifting and influencer content. Easter 2023 was no different. The hot cross bun launch always marks the beginning of the Easter campaign—this year, we announced the return of the much loved CADBURY Caramilk hot cross buns, along with the traditional range. SOCIETY worked with Newscorp to secure an exclusive piece resulting in syndication to 12 mastheads. This was followed by a media release distributed to lifestyle, food and trade media across the country. To support the Easter campaign, SOCIETY gifted Woolworths products, including hot cross buns, and new products, to key influencers and media across Australia. We achieved significant social coverage across Instagram and TikTok. To target regional media across Australia, SOCIETY launched the annual Woolworths Easter Fundraising Appeal through a local rollout release. Other PR activity included pitching Woolworths Family influencer content to lifestyle media.

The Response