Woolworths Group’s Healthylife Appoints Bread Agency as Social Media Partner

Healthylife, Woolworths Group’s digital health platform, has appointed Bread Agency as its new social media agency of record. The partnership sees Bread take on the social media scope, including strategy, always-on content, community engagement, paid social and campaign support, beginning with the highly anticipated Healthylife Week campaign, which launched on July 7th.

The agency will work closely with Healthylife’s in-house marketing and content teams to bring the brand’s mission: 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.”

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.”

The partnership is already underway, with Healthylife Week set to be the first major campaign delivered under the new collaboration.

About Healthylife:

Healthylife is Woolworths Group’s dedicated digital health and wellness platform, designed to help Australians live healthier lives. The website offers a curated mix of health and pharmacy products, services, and expert-led content—from nutrition and fitness to mental wellbeing and preventative health. With a focus on accessibility and credible information, Healthylife connects users with tools like telehealth, health checks, and advice, all in one place.

About Healthylife Week:

Healthylife Week (July 7-13) is one of the biggest health events in Australia. It is a movement that transforms the way Australians shop and inspires them to live their healthiest lives every day.

About Bread Agency:

Bread Agency is the ‘Story Selling’ agency helping brands realise their full potential by turning social media from a discovery platform to a commerce powerhouse. Bread’s full offering includes strategy, creative, content production, community engagement, livestream shopping, rates and reviews, influencer marketing, and paid media.