Foodland: Gotta Shop at Foooooodland - Dad Special

What the F?!? Foodland is an iconic South Australian supermarket brand. It's loved by locals--even locals who shop elsewhere--because of its iconic jingle and overly earnest advertising. This series of quick and quirky ads are designed to challenge perceptions, gain attention, and win back lapsed and non-shoppers by behaving differently. Each 15 second ad features a different reason why you "gotta shop at F...oodland" from the consumer's perspective. We launched at Christmas with the classic "knife-to-a-gunfight" story and followed up with price, community, and product range-themed commercials to solidify the new platform and build a strong framework for the future.