With about 15 months to go until the start of the 2010 soccer world cup, Woolworths has designed a marketing campaign for Winter 2009 aimed at reminding South Africans of all the reasons there are to believe in ourselves and to remember what we can accomplish when we put our minds to it. As the introduction to the striking 20-page fashion brochure puts it, “As South Africa prepares to take centre stage in 2010, it is time for us to remember how great our nation is and what incredible things we can do when we put our minds, our talents and our passion to it. When we believe in ourselves, when we believe in each other, anything is possible.” The Winter 2009 campaign is an extension of Woolworths incredibly successful ‘real people’ campaign and features such well-known South Africans as: Paralympics champion Oscar Pistorius, soccer legend Lucas Radebe, talk show host Roxy Morosa, former Miss South Africa Joan Madibeng, actresses Peggy Sue Khumalo, Connie Ferguson, Jena Dover and Leeandra Reddy, musicians the Bala Brothers and Zonke Dikana, and magazine editor Karen Roos, among others. “Our ‘real people’ campaign has always featured people who have not only achieved great things, but people who embody all the values Woolworths stands for,” explains Woolworths Head of Brand Communications: Clothing, Shaheda Sayed. “These are all individuals who have used their talents, skills and strength of mind to get to the top of their chosen fields. Every one of them is a great inspiration for all South Africans.” “We also felt very strongly that it was time for a positive campaign that would help inspire, motivate and energize South Africans. There is so much that is good about this country and its people, and we have such great things to look forward to,” Huet adds. The campaign was photographed by leading South African fashion photographer Gerda Genis against the backdrop of the Athlone Sports Stadium in Cape Town. Woolworths Winter 2009 campaign will launch in-stores and with above-the-line advertising from 18 March 2009. ENDS

With about 15 months to go until the start of the 2010 soccer world cup, Woolworths has designed a marketing campaign for Winter 2009 aimed at reminding South Africans of all the reasons there are to believe in ourselves and to remember what we can accomplish when we put our minds to it.