Alex Carey Partners with Woolworths for Cricket Blast Campaign

The Idea

Woolworths wanted to celebrate its role as Cricket Australia’s Official Fresh Food Partner while strengthening its connection with Australian families and junior players.

The campaign required an athlete who could carry national recognition, family appeal and a credible connection to the pathways that introduce children to cricket.

Australian wicketkeeper-batter Alex Carey was an ideal ambassador: an established international player, a respected South Australian and a relatable parent whose profile could bridge the elite game with backyard and junior cricket.

Solution

W Sports & Media helped facilitate Alex’s partnership with Woolworths and supported the rollout of the national campaign alongside Woolworths Cricket Blast.

The launch centred on a summer-of-cricket television commercial developed with M+C Saatchi.

The creative used the familiar energy of Australian backyard cricket to promote the excitement of the season and Woolworths’ commitment to the sport.

The campaign extended beyond television through social media, digital video, retail and out-of-home visibility, including prominent imagery on Woolworths delivery trucks.

This gave the partnership repeated consumer touchpoints while linking Alex’s national-team profile with Australia’s leading junior cricket program.

Outcome

Alex Carey x Woolworths Cricket Blast provided a strong launch point for a partnership with genuine breadth.

By combining elite credibility with family-focused creative and grassroots purpose, the campaign gave Woolworths a visible and authentic role in Australia’s summer of cricket.