Woolworths is one of Australia’s most recognisable brands, but it’s their teams on the ground who are the friendly faces connecting with local communities.
To support Woolworths’ evolving local marketing campaigns, we recently delivered a photoshoot focused on showcasing these teams in a genuine, approachable way – let’s take a look.
The brief
We needed to photograph team members across three local stores: Rosanna, Ramlegh Springs and Mitcham. These images would be used across a range of marketing assets, including large-format applications such as billboards and Woolworths delivery trucks.
At the same time, Woolworths was introducing a new creative direction for its local marketing. The imagery needed to feel more relaxed and engaging than previous campaigns, with a natural, friendly tone that moved away from formal or stiff poses. Above all, the photographs should reflect the real people customers see when they walk into their local store.
A fresh style
Our approach focused on a more natural and engaging photography style that prioritised authenticity over perfection. Rather than heavily posed portraits, we worked to capture team members in a way that felt comfortable and genuine.
The Woolworths Mitcham team
We pride ourselves on putting people at ease behind the camera, taking time to build rapport and have fun as we go! This allowed personalities to shine through, resulting in imagery that feels warm, human and aligned with Woolworths’ local-first message.
On the day
To ensure minimal disruption to store operations, the shoots were scheduled for early morning, with a 7am start at each location. Each store shoot ran for approximately two hours, allowing enough time to work with multiple team members while maintaining a relaxed but efficient pace.
The Woolworths Ramlegh Springs team
The photography took place in the fresh food department, chosen for its vibrant colours and strong association with quality and freshness. A constant light kit with adjustable colour temperature was used to maintain consistency across locations, while working seamlessly within the existing store lighting. This setup ensured the final images were technically strong and suitable for large-scale advertising applications.
The results
The final images feel fresh, welcoming and unmistakably local, while still meeting the technical requirements needed for use on billboards, trucks and other high-visibility placements.
By focusing on real people in real environments, the photography helps humanise a large corporate brand and reinforces Woolworths’ connection to the communities it serves.
The Woolworths Rosanna team
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