Leading Australian retailer Woolworths has launched its new campaign 'That’s Why I Pick Woolies’.
The retailer has brought in advertising agency M&C Saatchi to develop the value-focused campaign, replacing former agency Leo Burnett along with its price-based ‘Cheap, Cheap’ campaign.
The campaign was launched on Sunday 10 July with a TV commercial celebrating the ‘return of the affordable Sunday roast’, with the broader campaign to cover TV, radio, print and social media with the aim of reaching 80 per cent of Australian grocery shoppers in its first week, according to Mumbrella.
“We recognised that there were some great reasons why customers choose Woolworths that hadn’t been shared broadly and equally new reasons why they had come on board that we hadn’t spoken about at all,” Woolworths chief marketing officer Andrew Hicks told Mumbrella.
“And so [this new campaign] was just a great opportunity to take a fresh approach, new brand platform, give new meaning to the Fresh Food People and equally to strengthen some of the emotional connections that we have with customers.”
Hicks said the campaign aimed to reconnect with consumers, and for the first time the retailer has made to shift from calling itself ‘Woolworths’ to ‘Woolies’.
The price war between the majors isn’t over yet, though, with Hicks stating Woolworths would not be stepping away from its focus on price, but acknowledging that price is just one of many factors that lead consumers to choose Woolworths.
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