Woolworths introduces animated birds as it promotes cut price bread
Woolworths is promoting discounted prices in a new campaign which introduces animated birds to highlight the special offers.
The campaign, created by Leo Burnett, kicks off with the announcement of 85c bread, which the supermarket says is the cheapest white bread available in Australia.
https://www.youtube.com/watch?v=MhayhOi4jkQ&feature=youtu.be
It is running across TV, digital and outdoor.
The new ads follow on from the supermarket returning to its ‘Fresh Food People’ positioning in August in the first brand campaign from agency Leo Burnett Sydney.
In March Leo Burnett Sydney were added to the supermarket’s creative roster, taking the lead agency position from Droga5 on May 1.
https://www.youtube.com/watch?v=Sfrt-xFpW_A&feature=youtu.be
Credits:
Client: Woolworths Limited
Chief Marketing Officer: Tony Phillips
Head of Campaign Management: Karen Madden
Campaign Managers: Sarah De La Mare, Charlotte Healey
Assistant Campaign Manager: Alex Wheeler
Chief Creative Officer – Andy DiLallo
Managing Director – Peter Bosilkovski
Creative Director – Scott Hignett
Creative Director – Joe Van Trump
Copywriter – Guy Futcher
Art Director – Brendan Donnelly
Group Account Director – Suzie Baker
Business Director – Courtney Robertson
Business Manager – Annabelle Ewen
Planning Director – Caroline Ghatt
Planner – Nicky Bryson
Production House – Alt
PR Agency: One Green Bean
Media Agency: Carat
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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It’s a good idea but I fear it could cause confusion because Bird’s Eye has been using animated birds in their ads for a few years.
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How can so many people make something so bad?
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why promote this work when Leo’s has so much award winning work. you’d just be letting this stuff go straight through to the keeper
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You would have hoped that one of all the people on the credits would have said ‘Please leave my name off this’
How much is the bread again?
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Truly awful, although maybe not as bad as “down down”.
Still, it will probably work its little wings off.
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I hope those cute little birdies kick ‘down down’ into the ‘never never’ 🙂
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Slow news day Mumbrella?
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Is this even news?
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This ad is so – how do I say it? White bread.
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The brand feels cheap now.
But i guess the premium thing didn’t work for shoppers yeah, when they got slaughtered
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It’s such an old idea – so very junior-burger
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