Overview:

Introducing Woolworths Ox Tripe Ready Meal — a flavorful, slow-cooked, proudly South African classic made easy. Rich in tradition and taste, this dish honors generations of soulful cooking, now brought to you with the convenience and quality Woolworths is known for.

Crafted with premium cuts, seasoned authentically, and simmered to perfection, this is more than a ready meal — it’s home, heritage, and heart in every bite.

Campaign Objectives:

1. Modernize Tradition:
   Position ox tripe as a relevant, delicious, and high-quality option in Woolworths’ ready meal lineup — not just for nostalgia, but for taste and comfort.

2. Celebrate Cultural Pride:
   Embrace the heritage of the dish, connecting emotionally with customers who grew up on it — and introducing it to new palates as a rich, flavorful experience.

3. Drive Trial & Trust:
   Encourage customers to try the dish through strong in-store visibility, sampling opportunities, and storytelling around the product’s authenticity.