A quiet but powerful moment unfolded at Woolworths Wangaratta as RSL Victoria and the supermarket giant launched the 2025 ANZAC Appeal in the region. The event marks the eleventh year of the partnership, one that continues to channel community support into real-world help for veterans and their families.
From today, Woolworths customers will be able to purchase badges and wristbands, with every dollar raised going to the RSL’s support network. That support covers everything from emergency housing to mental health services, something deeply needed as demand grows across the state.
For Wangaratta store manager Allison Stone, this is personal. A Navy veteran with seven years of service and a family history of military service stretching back six generations, she understands how difficult the shift from uniform to civilian life can be.
“Having served in the Australian Navy for seven years and coming from a family with a service history going back six generations, I’m very proud to be part of this year’s appeal,” said Ms Stone.
Her story stands as a reminder that while some transitions are smooth, many are not.
“I was fortunate to be able to land a job with Woolworths that has resulted in a seventeen-year career, but not everyone is as lucky as me.”
The company’s backing of the appeal isn’t just a badge at the checkout. It’s support for those who find themselves lost in the years after service. Ms Stone described the launch as a “really proud moment,” and one that reflects Woolworths’ commitment to veterans in a “genuine way.”
That word—genuine—matters. Because it’s not just about fundraising, it’s about visibility. Every badge bought is a nod to someone who served, someone who might be struggling, and someone the community can help.
Andrew Kay, Senior Vice President of the Wangaratta RSL, says the growing need for support across Victoria is clear.
“Across the state the demand for support from the RSL is growing, which is consistent with what was sadly articulated through the Royal Commission into Defence and Veteran Suicide,” he said.
It’s a confronting truth, one that has shaped the Appeal into more than a tradition. It’s now a critical part of the RSL’s ability to function at the local level.
“The ANZAC Appeal is the major annual RSL fundraiser and is crucial to making sure Wangaratta RSL has the resources to deal with the issues of local veterans.”
Mr Kay welcomed Woolworths’ involvement, noting how effective it is in putting the campaign in front of people during their everyday routines.
“Having Woolworths involved is a boost for the RSL, ensuring the ANZAC Appeal is front of mind over the next few weeks when people are doing their grocery shopping.”
This year’s campaign has a few sweet additions. From April 23 to 25, 20 cents from every pack of ANZAC Biscuits sold from Woolworths’ in-store bakery will go to the Appeal. Funds from sales of Bakers Finest ANZAC Biscuit tins and packets will also go to RSL Australia.
It’s a simple way to contribute—buying a biscuit that does more than fill a pantry.
The campaign’s visibility will be hard to miss. Woolworths is backing the appeal with a $1.1 million in-store marketing push, featuring digital displays, posters, point-of-sale material, and in-store radio.
Since Woolworths began supporting the ANZAC Appeal over a decade ago, the results have been clear. More than $13.6 million has been raised through customer contributions, with 2.7 million products purchased by Australians to wear their support proudly. The money raised goes directly to communities, based on where the sales happen—a model that keeps things local.
That detail matters. It means that someone buying a badge in Wangaratta is directly helping someone in Wangaratta.
There’s no pomp or ceremony to these transactions. But there is meaning. A badge, a biscuit, a small gesture at the checkout—it all adds up.
As veterans face complex challenges across Australia, this campaign quietly asks people to care, to show up, and to wear that support on their sleeve—or their lapel.
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