Bread Agency has been appointed as the social media agency of record for Woolworths Group’s digital health platform, Healthylife.
The agency will oversee the social media scope, including strategy, always-on content, community engagement, paid social and campaign support, as well as the recent launch of the Healthylife Week campaign.
Bread will work closely with Healthylife’s in-house marketing and content teams to bring the brand’s mission of helping Australians live healthier lives, to life.
“We were looking for a partner who could combine deep strategic thinking with scroll-stopping creativity, and Bread’s approach aligned strongly with this focus,” said Ben Padfield, Chief Digital, Customer & Marketing Officer at Healthylife.
“We’re excited to collaborate on the next chapter of our social journey, especially with Healthylife Week kicking off this week,” he added.
For Bread, the win reflects the agency’s growing footprint in the retail, health, and wellness space and reinforces its ability to deliver integrated, outcomes-driven social campaigns for modern Australian brands.
“This partnership is a big one for us — Healthylife is a brand with real purpose, and their ambition on social matches ours,” said Emelie Lundberg, General Manager at Bread Agency.
“We’re thrilled to partner with the Healthylife team to deliver work that’s as smart as it is culturally relevant,” she added.
The partnership is already underway, with Healthylife Week set to be the first major campaign delivered under the new collaboration.
Bread recently partnered with BIG W to roll out a comprehensive live shopping strategy, one of the fastest-growing digital commerce trends.
The retailer leveraged live video commerce to drive deeper engagement, connect with customers in real-time and boost conversions, in a strategy that brought together hosts and product experts, dynamic storytelling, and exclusive deals.
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