Paralympian Col Pearse stars in new Woolworths campaign, via M&C Saatchi

With help from M&C Saatchi, Woolworths has launched a new campaign that shows how fresh Australian produce can empower athletes ahead of the 2024 Olympic and Paralympic Games, spearheaded by an inspirational film starring Paralympic swimmer Col Pearse.

The supermarket’s ‘Fresh Fuels the Best in All of Us’ campaign places Pearse front and centre, using his story of how his local community (Echuca, Victoria) and family built a training pool on his family’s farm’s dam for him to use in preparation for the 2024 Paralympics.

Shots of Woolworths’ produce are interspersed amidst clips of Pearse training, while his loved ones and the community of support him before and during the games.