Woolworths celebrates the Sunday roast in first brand work from M&C Saatchi
The humble Sunday roast and a song celebrating ‘Sunday Kind of Love’ is the centrepiece of M&C Saatchi’s first big brand campaign for supermarket chain Woolworths, ‘That’s Why I Pick Woolies’ .
While the stylish new campaign heralds the ‘return of the affordable Sunday roast’ it is a long way removed from the ‘Cheap Cheap’ positioning adopted by former agency Leo Burnett Sydney, and is more akin to the stylised brand work undertaken for the supermarket by Droga5.
https://www.youtube.com/watch?v=HUTGXNzxzqY
Woolworths Food Group director of marketing Andrew Hicks said the new positioning aimed to move attention from the supermarket to the customers.
It ends with a woman cleaning up the dinner plates…..of course it does.
I think you forgot the idea
is it Wallies or Woolies? More money well spent on an original concept a Sunday roast?
Ethnicity consideration was obviously important. So why no Asians?
I the inner Sydney suburbs Woolworths has posters promoting the fact that the company has employed 1600 indigenous Australians over the past three years. Linking your business to reconciliation is a good idea. That’s why I pick Woolies.
Mind you I can’t pick my local Aldi as they only have two cashiers open at a time and it takes 45 minutes to get through the checkout. And I am not always dressed properly for Aldi as I am not always in my pyjamas.
Oh get off the grass @Nick Bartlett. It’s never taken you 45 minutes to get through an Aldi checkout.
@Nick Bartlett -is a Robot
I thought it was an ad for ovens.
Coles down down is a hard campaign to overtake, but this is defiantly a step above Woolworths last attempt which was that “Cheap Cheap” disaster…
Interested to see where Aldi will sit amongst this. I have seen probably 50 Woolies ads in the last day.
Shouldn’t they be more worried about the people who DON’T pick Woolies….?
Besides which, I daresay I could turn out the exact same dinner shopping at Coles or Aldi.
Basically they message they’re really sending is: “No. There’s nothing wrong with Woolies. What are you on about?”
When marketing managers and agency people for brands like Woolies read articles like this:
https://www.marketingmag.com.au/hubs-c/ritson-brand-im-not-lovin/
What do they think? Do they stick their heads in the sand? Do they cover their hears and yell “it’s not true!”? Do they not understand English? Or do they nod and say ‘great article’ and are simply incapable of applying it to their own job?
Answers wanted.
congratulations M&C, you’ve produced an enjoyable but utterly forgettable piece of wallpaper