What the F?!? Foodland is the alternative supermarket in South Australia. Itâs loved by localsâeven locals who shop elsewhereâbecause of its iconic jingle and overly earnest advertising. This love, however, hasnât been translating into sales recently and the brand has been losing market share. 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 consumerâs 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.Â
VIEW 3 OUTDOORS
