Challenge
Ranged needed to cut through a crowded trade show environment to position their better for you FMCG portfolio as the future of retail.
The activation had to prove Ranged unlocks growth for challenger brands by targeting the Gen Z demographic, driving standout innovation in stores.
Delivery
/ Creative Strategy
Audience research revealed that Gen Z shoppers buy into purpose and crave immersive, authentic, and social-first experiences. I identified that to connect with time-poor Woolworths teams, we had to create a space that demonstrates how to drive engagement in a social-first culture.
This led to a strategic pivot to flip grocery culture on its head by turning everyday brands into product drops people cannot wait to score. It was a shift away from a standard booth toward a bold, nostalgic convenience store designed to spark playful interaction and own the social feed.
/ Creative Direction
I directed the creative translation of the strategy into an immersive high-energy environment. I oversaw the development of key messaging and mechanics designed to spark interaction and trial, starting with a digital vending machine entry moment that stopped traffic and drew crowds in.
To drive social share-ability, we built out a Snap-n-Win competition that encouraged store managers to post content to their internal channels.
We successfully positioned Ranged as a cultural innovator, delivering a standout experience that cut through the crowd to leave a lasting impression on Woolworths leadership.
The activation achieved high engagement by proving Ranged does not just champion challenger brands, but unlocks growth by connecting FMCG products with real culture.
By mirroring how Gen Z live and shop, we delivered discovery and shareability that empowered staff to drive their own brand stories, ensuring the innovation lived on far beyond the trade show floor.
Impact
