Woolworths expands its relationship with the Sydney Royal Easter Show!

By Exhibition and Event Association of Australasia, 30 March, 2016

The Royal Agricultural Society of NSW (RAS) has announced that Woolworths is expanding its involvement as a major sponsor of the Sydney Royal Easter Show (The Show) and has locked in its commitment for a further three years.

Woolworths' support this year includes the naming rights of the Woolworths Food Farm, a hands-on pavilion teaching kids where their food comes from, as well as its ongoing involvement in the Woolworths Fresh Food Dome and the offering of ticketing in-store.

Woolworths General Manager Sponsorship and Kids Marketing Karen Madden said Woolworths was delighted to have the opportunity to grow a relationship with the Sydney Royal Easter Show that dates back over 80 years.

“The Show provides us with an opportunity to inspire people young and old. This year for the adults we are focusing on what people can do with fresh produce by having them sample some of our recipes,” Ms Madden said.

“For the kids in the Woolworths Food Farm, they have been getting their hands dirty in the veggie dig and also taking part in the Food Toss by identifying which plant or animal a particular product has come from.”

RAS Head of Sales & Partnerships, Tim Underwood, said the last 12 months has not only seen Woolworths expanding their relationship with the Show, but also a range of new partners being welcomed into the Show family.

“The RAS has welcomed a new radio partner this year in Australian Radio Network (ARN), with the Kyle & Jackie O Show having their own haunted house, and WSFM broadcasting live from the Show,” Mr Underwood said.

“Unilever (Streets Ice Cream & Ben & Jerry’s) have also committed to the Show for the next three years, while Coca-Cola, Purina, Baiada (Steggles), Destination NSW, NRMA Motoring & Services and the NSW Department of Primary Industries are all continuing their associations with the event.”

People are spending more than 8½ hours at our event, which is a significant amount of time for recall and engagement of our partners, who are really beginning to recognise the benefits of being associated with the Show.

Animals and competitors are not the only ones to be recognized at the Show, with exhibitors also judged on a range of categories each year. In 2016, the two big winners were De Costi Seafoods, which collected the John Ross Award, while Steggles claimed the coveted Best in Show.

The John Ross Award is selected on spirit, character interest to the public and also the number of years attended, while Best in Show is for the overall winner of all exhibitors. 

Source: Royal Agricultural Society of NSW