Woolies/Pharrell Williams partnership - Who's with us?In a first-of-its-kind partnership for the South African retailer, Woolworths has announced a strategic collaboration with Grammy Award-winning musician, record producer and philanthropist, Pharrell Williams. It will see the global superstar and the business align their values and actions to make a difference in the lives of people and the planet with the call-to-action "Are you with us?". Williams takes on the role of Style Director across a series of sustainability-focused projects, grounded in a strong set of shared values. "Pharrell is a global icon for social cohesion, advancement through education and environmental awareness - these same values lie at the heart of our business and form the foundation on which this partnership is built. We hope Pharrell will help us make sustainability cool for the next generation of South Africans and help us create a better future for our children, our country and our planet," says CEO for Woolworths Holding Limited, Ian Moir. Said Williams, "We're on a mission to change the world... To call together everyone around the world who believes that a better tomorrow is possible when we all do our part... To work together to uplift education in South Africa. For food farming that goes easy on the planet. And to create fashion that is not just cool, but also sustainable. So, join me and Woolworths on this journey to make a difference. South Africa, are you with us?" The call-to-action is aimed at getting consumers to pledge their allegiance and support for the Woolworths Good Business Journey (GBJ), which is the driving force behind the partnership between Williams and Woolies. Launched in 2007, Woolies' GBJ is a commitment to ethical trade, sustainable farming and production methods, and social responsibility. There are four ways for customers to get involved and to show their support:
Follow the initiative on Twitter via #PHARRELLWITHWOOLIES For more information, visit: www.woolworths.co.za/areyouwithus |