Greenhouse Book 3

This year, Greenhouse came of age.
Collaboration is still our cornerstone.
And our vision for the brand remains
unified. But the world has moved on.
Who’d have thought Woolworths would be
leading the agenda on World Environment
Day. Or talking sustainability in the same
breath as sales.
The whole subject of food has changed.
We determinedly don’t want to waste it.
And our customers want to eat healthier.
They shop online. On mobile. And it’s
delivered to their door or packed, ready
to be picked up.
Woolworths means insurance, telco
and credit cards. Greenhouse means
New Zealand, as well as Sydney.
Yes, the market has changed. It’s much
more competitive. And as a consequence,
more and more challenging. So we need
to do some things differently.
But while we’re now a fully fledged
grown up, we don’t always have to
behave like one.
Greenhouse will always be fun.
Promise.

CUT IT.
DICE IT.
SLICE IT.

Cut it one way and the results
are impressive.
Dice it differently and you’ll see
the impact of a tough market.
Slice of that market will only
increase by finding new
opportunities and new ways
to leverage them – because it’s
going to be tougher than ever
in the future.

4.3%SALESGROWTHFY18

20%SHAREPRICEINCREASEFY18

BOTH EASTER AND CHRISTMAS
WON IN 2018

STORE PREFERENCE MEASURES
HIT 5 YEAR HIGH IN 2018

LEADING KEY COMPETITOR ON FRESH
AND COMMUNITY METRICS IN 2018



NO ONE CAN Likewise, no one person can create
WHISTLE A SYMPHONY. a successful marketing campaign.
IT TAKES A WHOLE It takes a lot of players.
ORCHESTRA TO PLAY IT. And each needs to know their part.
More importantly, they need to
respect the role of others.
Yes,it takes trust.
Sometimes the conductors will change.
Often,so will the tune.
But as any musician will tell you,
it’s all about finding the right key.
Our key is collaboration.
It alone creates the harmony that makes
being at Greenhouse so special.
And it shows in every piece of work we do.

OUR HOUSEMATES Indeed, they’re just one There’s Dentsu Aegis All have different
(NOT IN RESIDENCE) of several Housemates, Network, our very clever roles and responsibilities.
who don’t actually media partners.Wellcom, But one purpose.
This is the home of reside at Greenhouse, who diligently provide That is, to work
Resolution, our very own but have been very our print production. end-to-end as one team.
film, animation and much part of the family Black Dog, our in-store
post production company. over the past year. POS specialists. PPR for
They live on the floor great PR. M&C Saatchi
below us, but they’re Sport & Entertainment,
still Housemates. our sponsorship
champions. And LIDA,who
bring their amazing CRM
expertise to the table.





As a special guest at one
of our regular Housemates
Dinners, Nathan Cavaleri,
legendary singer,
songwriter and blues
guitarist, performed live at
Greenhouse then spoke
to us about his incredible
musical journey over an
amazing dinner.
It’s just one of the many
get-togethers we enjoyed
throughout the year
at Greenhouse.
And there’s many more
to come.

THE
HOUSETHENIGHTGREENHOUSEBECAME

OF
BLUES



Kia Ora is a warm and So it’s the perfect Greenhouse Auckland
welcoming word from Greenhouse greeting to will work just as it does in
the Maori language, everyone at Countdown, Australia, collaboratively,
which literally means New Zealand’s biggest in a shared space, with
‘be well’. supermarket, as we a shared goal to ensure
Although day to day, open our new office that Countdown remains
it translates into‘hello’. in Auckland. loved and trusted as
New Zealand’s favourite
community food store.

BRAND OF

“AND THE WINNER IS...” While six months earlier,
B&T, Australia’s equally
Everyone at Greenhouse. influential marketing
Because each and every journal,also recognised us,
one of you contributed naming Woolworths,
to Woolworths being Marketing Team of theYear.
chosen as AdNews Brand What makes these
of theYear 2018. accolades even more
On the same evening, impressive, is that they
Greenhouse was also came just two years
announced as runner-up after starting Greenhouse.
for Bespoke Agency
of theYear.

THE YEAR



THE WORK



Who’d have thought a long forgotten, but incredibly
infectious,12-bar blues track recorded in 1965,
could warm the hearts of Australians everywhere,
during last year’s long, cold winter.
‘Wooly Bully’ became ‘Wooly Woolies’, which became
the soundtrack for a film full of cute and cosy images.
Judging by the amount of affection it created
for our brand, it seems everybody did indeed love
their winter Woolies.







OARLIMVEYR’S

Jamie enthusiastically Taking to the tools in his Thanks toWoolworths,
jumped on board our food truck, he reminded us working with Foodbank,
Winter Woolies campaign, all that there are a lot of and other food rescue
urging his army of followers cold and hungry people out organisations, many
to help those in need. there at this time of year. more Aussies enjoyed a
hearty winter meal.

TFCAHHCEAENOGFING
MOBILE

While mobiles are now an everyday part of
family life, few telcos were really addressing
the specific needs of families.
So Woolworths created mobile plans
offering more flexibility, more parental controls
and bonus holiday data coverage.
Greenhouse named them Happy Family
Mobile Plans and brought them to life with
this very, very animated family.

We’re Happy
Family
Mobile Plans

GROWN
FOR
GOLD

The Commonwealth Following the campaign,
Games 2018. metrics showed that
Our biggest sponsorship we had raced away from
campaign ever. our main competitor on
Completely authentic. many measures, including
No actors. Only real freshness, our affinity
athletes, like the great with Australian growers
Kurt Fearnley, along and importantly,
with their friends,family community involvement.
and our farmers.

‘I remember he only had
one speed ...flat out!’
Mrs Masters,
Kurt’s 4th grade teacher.



DISCOVERY

Our Fresh Food Kids For the kids, it’s a real
Discovery Tours are aptly life adventure into
named, as you can the wonderful world
see from these amazed of healthy eating.
little faces. For Woolworths, it’s an
The visits give local opportunity to contribute
children a chance to the wellbeing of
to learn about fresh fruit their local community.
and vegetables via
an interactive tour of a
nearby Woolworths store.

CORERGOCGOOSSAAUURRUUSS?TAphRceeucrdsofoserdrobmianfatignemtgsoiltPytilhrlciecraaemmgseopDsnar.tioTghphnlyep.terredascTukVlitnCsg,y,heiottwwineaovsuetrrh,leaorhneigginhruaenrsgntuinagble.



‘GYWWOEOOTURORTLIHE’S
How do you bundle every single way to save at Woolworths?
And powerfully brand it.
Well, you create an ownable property and encourage
our customers to ‘Get your Woolies worth’.





A frighteningly simple idea
that resulted in a sales uplift
of 7.6% on key Halloween
products compared to
previous years.
This increased to an
impressive 9% over the final
two days.Scary good huh?



OUR COMMITMENT TO A GREENER FUTURE

On the eve of World Environment Day Initiatives introduced included This unusual take on the famous
2018, Woolworths Group CEO, the removal of single-use Woolworthsbrandmark is a simple,
Brad Banducci, led the discussion at plastic bags, the end of plastic but powerful visualisation
an industry sustainability event. straws and an overall reduction of Woolworths’ commitment.
of plastic packaging.



SPRINGING AHEAD

For the first time, via a major multi-channel thrust,
Woolworths dedicated their spring campaign
to better eating.
With our rallying cry of ‘making healthier easier,’
we weren’t just on trend, we were ahead of it.



Lots and lots.
With our store renewal program rolling out
at an ever-increasing pace, we needed a
communications kit to tell customers about
the many new fresh food offerings coming
their way – but also hint that the renovation
could be a little inconvenient.
This is just one of the fun images from
our renewal toolkit.

Heart or head? helped our customers
Head or heart? solve it,with record
It’s one of life’s great numbers signing up for
conundrums. comprehensive cover
But it seems this on the cars,homes and
campaign for pets they love.
Woolworths Insurance



IT’S ONTH

HE CARDS
The stylish new corporate identity for Woolworths Group,
created by the Greenhouse design team, will be
seen across many more materials within the Group.
Like the Team Benefits Program, featuring the new
PlusCard which is a welcome addition to the wallets of
188,000+ team members.

Now that’s what you
call fast food.
Little wonder Metro is
so quickly taking off
as Australia’s favourite
convenience store.
All aboard!



WHATA

We’re not only encouraging
Australian kids to eat
better, we’re helping to
keep them active.
Woolworths partnered
with Cricket Australia
to introduce Woolworths
Cricket Blast. A fun
program designed for all
Aussie kids to learn
the basic skills to play
Australia’s favourite sport.
Over 45,000 kids have
participated in the
Woolworths Cricket
Blast program so far
this season.
That’s a lot of runs
on the board in
a very short time.