Australian sporting sides have garnered an international reputation for bad sportmanship - Sandpaper-gate, the underarm bowl etc.

So after the Matildas fell short against England in the 2023 Women’s World Cup, Woolworths decided it was time to both show our support for our girls whilst showing that we can take the loss well.

Using products that were already on sale, we launched a reactive suite of in-store OOH assets to show that there are no hard feelings.