Travelling more than 2500km across South Australia from Port Lincoln to Pooraka by plane, tuna boat, buggy, tractor, oyster boat and car, KWP! captured the Foodland family stories for a new advertising campaign launching on 7 March.
The campaign comes as South Australia’s largest independent supermarket chain embarks on a massive $251 million expansion program to open 25 new stores, revamp 47 and create 2500 new jobs over the next five years.
Foodland Supermarket’s new campaign showcases the next generation of Foodland family members from 38 families including South Australian icons like San Remo, Kytons Bakery and Paris Creek Farms.
“We travelled across the width and breadth of South Australia to capture the family of families behind the Foodland family, sharing our proud history of supporting local farmers and producers,” said Foodland Supermarkets CEO Franklin dos Santos.
“Foodland is part of the fabric of South Australia. We have more stores than any other brand, employ more than 6000 South Australians and our retailers are the centre of the local community in suburbs and towns around the state.
“My satisfaction comes from serving my community. We support sovereign manufacturing and jobs in SA and the nation at large,” he added.
KWP! Group Creative Director Joshua Fanning says, “This campaign sees us track the journey of great South Australian food from paddock to store – all the way from the sea to the shelf and from the fields to the fridges.
“The campaign is a celebration of real people and great food and evidence of the positive role Foodland plays in the economy of South Australia.”
The campaign commenced from 14 February across outdoor media – tram, static and digital billboards, bus shelters and bus backs, as well as across Foodland catalogues, at their stores and across social.
Foodland’s retailers featured in the campaign:
- Anthony Violi
- Elisabeth Romeo
- Kleio Portellos
- Marie Chapley
- Michael Rugless
- Georgie Rugless
- Josh Zucco
- Catrina Violi
- Jade Martin
- Hannah Allen-Jordan.
Supplier partners featured in the campaign:
- Pro-Seafoods, Port Lincoln
- Paris Creek Farms, Paris Creek Meadows
- Kyton’s Bakery, Edwardstown
- San Remo, Windsor Gardens
- HiFresh Lettuce, Virginia
- Days Eggs, Lower Light
- SA Potato Co., Mount Barker
- Nicol Carrots, Penfield Gardens
- South Australian Produce Market, Pooraka
- Wheat Farmer, Clare
- Riverland Oranges, Riverland
- Lenswood Apples, Lenswood
- Fleurieu Milk, Myponga
- Parker’s Strawberries, Pooraka.
