Gotta Shop at Foooooodland

What the F?!? Foodland is the alternative supermarket in South Australia. It’s loved by locals—even locals who shop elsewhere—because of its iconic jingle and overly earnest advertising. This love, however, hasn’t 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 consumer’s perspective. We launched at Christmas with a 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.