For the 2025–26 cricket season, we set out to connect Australia’s national sport with the fresh food that fuels it, positioning Woolworths as part of everyday cricket moments. The idea tapped into the seasonality of cricket and how it’s played and enjoyed across the country, from backyard games to local parks and BBQs. Anchored by The Park Test, a slice-of-life TVC featuring Australian wicketkeeper Alex Carey, the campaign rolled out across film and outdoor. My role was to help shape messaging that linked fresh food with performance and participation, ensuring the idea felt relevant at both a grassroots and national level, and encouraged people to see Woolworths as part of their own cricket moments.