Partnering Woolworths with The Sunday Times
Woolworths, as a retailer with a difference, has a vision far beyond the bottom line. Sustainable principles are ingrained in their business and they needed to communicate this to the broader market.
Consumers were already aware of their existing campaign associated with Pharrell, but we needed to deliver a comprehensive media strategy which drove comprehension so that consumers were empowered to make a difference in their personal capacities.
We established that the Sunday Times is the top source of credible and trusted news in South Africa–highly reputable and with a significant readership, we knew a partnership would result in the impact we were looking for.
Going beyond the usual media buy and with a small budget, we negotiated based on the importance of the topic rather than money. The collaboration was on a scale never seen in South Africa; The Sunday Times changed their mastheads for a brand for the first time in their 110 year history and a significant portion of the editorial (including the front page) was dedicated to topics around sustainability.
In this way, we were able to drive priceless value for Woolworths and reach a shared goal: to shine a spotlight on critical sustainability issues.