For Facebook, insights around consumer behaviour were used to create the '#startswith' challenge, a Facebook event that aims to motivate and support participants.

The challenge invites people to take part in a seven-week balanced living challenge, driven by their own personal goal. Four women were chosen to represent South African bodies and lifestyles – body positivity activist Thick Leeyonce; momtrepreneur Elana Afrika-Bredenkamp; lawyer Tracey-Lee Lusty; and chef and blogger Luyanda Mafanya. 

"Our customer-led campaign invites the audience straight in. We’ve seen an incredible uptake in responses and robust engagement, which has resulted in a motivated community of Woolies challengers being born," says Glenda Philp, Woolworths head of brand communications for foods.

To bring in a healthy braai, two professional chefs were challenged to make a ‘lighter’ version of their ultimate braai meals. Les Da Chef and muso J’Something talk summer food and show viewers how to braais, authentically.

"We chose a high energy and inspiring cast to show how easy it is to incorporate healthy, easy, and delicious food into your lifestyle," says Cathy Lund, Woolworths marketing head of copy.
A series of TV adverts as well as in-store visuals and messaging aim to add value to the social campaigns.

The 30-second TVC adds movement to the colourful campaign, with a montage of South Africans doing their thing while showcasing fresh food. The agency also aimed to ensure that Woolworths brings accessible authority in further content pieces, which feature trusted food suppliers unpacking their responsible farming and fishing practices.

"The intent behind the campaign was to motivate a nation," says Woolworths head of creative Fred Benistant. "It’s a call to action to live a better, healthier life."

For more information, visit www.woolworths.co.za. Alternatively, connect with them on Facebook, Twitter or on Instagram.