Woolworths has launched a new campaign titled ‘Fresh Fuels the Best in All of Us’, featuring Australian Paralympian swimmer Col Pearse.

The campaign is led by a brand film inspired by Pearse’s true story, where his family and local community helped him create a training pool on their family farm in Echuca, Victoria. Pearse represented Australia at the Tokyo Olympics and is now on his way to Paris in 2024.

The creative focuses on his journey and the support of family and community members and includes footage of Pearse training in the dam on the family farm. The campaign is set to run throughout the duration of the Paris 2024 Olympics and Paralympics.

The campaign was produced in partnership with M&C Saatchi within the Greenhouse Collective. It will also feature six other Olympic and Paralympic athletes: Mollie O’Callaghan, Jeff Dunne, Ryley Batt, Maurice Longbottom, Vanessa Low and Ryley Day.

The campaign was launched on Free to Air TV on 10 July and will be featured in stores across Australia. It will also be rolled out across radio, press, digital, content, social, and OOH throughout July, August and early September.

Woolworths has been the fresh food partner of the Australian Olympic and Paralympic teams since the Rio 2016 games.

“It’s a role we are honoured to play, and we wish all of our athletes every success,” Group Chief Marketing Officer at Woolworths, Andrew Hicks, said. “Providing our customers with the best of Australian fresh food is at the heart of who we are and we hope Col’s story and our support for Australia’s athletes at the Games helps inspire the next generation of Olympic and Paralympic champions.”

Richard Morgan, Executive Creative Director M&C Saatchi Woolworths, added, “Col’s story is the perfect example of truth outcompeting fiction. This brand film captures the Aussie competitive spirit, determination, grit and a community coming together to help realise an athlete’s dream of competing on the world stage and I can’t wait to see the full campaign roll out in bespoke ways across channels.”