The goal of the campaign was clear: create four cohesive TV commercials alongside South Australian Agency KWPX, that entertained audiences while reinforcing Foodland as a go-to shopping destination. The ads needed to balance humour with relatability to engage viewers and leave a lasting impression.
“Foodland is known for great food. But our research showed us South Australians needed more reasons to consider shopping with us..This campaign is about celebrating the fact that yes, Foodland is for people who love great food, but that we’re also community-based, and our prices are competitive.” –Danielle Watts, general manager of marketing at Foodland
Managing four different filming locations over two days presented logistical challenges, but our team handled it with detailed pre-production planning.
Coordinating transport, crew, and equipment across locations required precision and flexibility. We ensured that each location aligned with the campaign’s creative vision while keeping transitions smooth and efficient.
Detailed pre-production planning by the Stepney Team tackled logistical challenges, ensuring smooth transitions between locations over the two days. Filming started at a Foodland store and nearby local football oval on the first day and wrapped up at two neighbouring houses to create the kitchen and backyard Christmas party scenes on the second day.
Over two days, four locations, and with a 33-member crew, the “I Gotta Shop At Foodland” campaign came to life. The TVCs successfully combined humour with relatability, engaging viewers and driving awareness of Foodland’s unique offerings.
The series of ads produced by Stepney Studios, hit the major weak points of its competitors with a quirky sense of humour, local insights, and a memorable crash cut at the end.
Client: Foodland Supermarkets Australia
General Marketing Manager: Danielle Watts
Digital Marketing Executive: Tegan Humphris
Marketing Coordinator: Stavroula Tsapaliaris
Marketing Assistant: Stella Schuller
Agency: KWPX
Production Lead: Ben Spry
Head of Advertising: Sam Talbot
Creative Director: Joshua Fanning
Art Director: Joel van der Knaap
Account Manager: Lucy Byrnes
Media Manager: Georgia Rowntree
Production:
Producer: Cooper Rees-Jones
Producer: Thomas Schaefer
Producer: Henry Reimer Meaney
Director: Grantley Smith
DOP: Emerson Hoskin
Production Coordinator: Lucy B.
1st AD: Waeel Nassereddine
1st AC: Ella Burton
Gaffer: Richard Rees- Jones
LX Assistant: Tom Schell
DIT: Chris Daniels
Grip: Justin Van Zyl
Grip Assistant: Django Nou
Sound Recordist: Oliver McLoughlan
HMU: Tracy Philpot
Wardrobe: Lili Harrison
Unit Manager: Jasmin Watkins
Locations Manager: Adam Lemmey
Art Director: Geoff Tarr
Art Assistant: Simon Tait
Food Stylist: Amanda Maiorano
Social Media Manager: Alexandra Duggan
Photography: Andre Castellucci
Casting: Angela Heesom
Post Production:
Sound Engineer: Scott Illingworth
Online Editing + Colourist: Chris Daniels
Offline Editing: Isaac Warren
