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A campaign created by M&C Saatchi has taken Woolies to New York to test out thier beef off the barbie in a variety of locations.
 
The TVC depicts passers by in a variety of New York locales being approached by Woolies workers to try out the store's prime cuts.
 
The ad was shot on location in the city that prides itself on being the ‘Home of the Steak’ with the BBQ set up outside the famed Peter Luger Steak House in Brooklyn, out front of The Plaza Hotel on 5th Avenue and in Flatiron, downtown Manhattan.

The TVC debuted on air Sunday night (29 August) and has been followed by print and online executions.
 
M&C Saatchi Asia Pacific regional creative director Tom McFarlane said the campaign is a celebration of the great Australian produce that Woolworths is famous for.
 
“This is a tribute to just how good Australian beef is. So good it impresses New Yorkers, people who are particularly spoiled for choice when it comes to great steak.”
 
And they are real New Yorkers used in the TVC – pedestrians who chanced on that particular location on that particular day.
 
“This lend the ad a real authenticity, coupled with the pace and energy of the shoot that encapsulates the great city itself,” McFarlane said.
 
Campaign Credits

Client: Woolworths
Client Lead: Luke Dunkerley/Annette Karantoni
Creative: M&C Saatchi
ECD: Tom McFarlane
Art Director: Shane Gibson
Copwriter: Andy Flemming
Managing Partner: Richard Morewood
Account Director: Lucy Billington/Gemma Glanville
Planner: Sophie Ayles
TV Production: Rod James, Rachael Brand
Director: Darren Ashton
Production Company: Exit Films
Post Production: FSM
Media: Mitchells

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